Perfetti Van Melle India has launched a TVC for the cola-flavoured variant of its confectionery brand Mentos. The ad film conceptualised by Ogilvy & Mather went on air on 21 March.
Using characteristic humour and building on the brand’s tagline of ‘Dimag ki batti jala de’, the film features a person asking an inane question, the answer to which is outright obvious.
The film is set in a cinema hall. As people are settling down before the movie, a young man spots a friend and calls out to him. He asks, “Manoj, idhar kya kar rahi hai? Picture dekhne aaya hai?” (What are you doing here? Are you here to watch a movie?) Stunned at the absurdity of the question, Manoj and his female companion look at him, speechless. So does the rest of the audience. One of them starts clapping and others join the applause. The embarrassed young man who asked the inane question is photographed as an older man ‘congratulates’ him. A voice over introduces the protagonist to Mentos Cola.
Abhijit Avasthi, national creative director, Ogilvy & Mather, said, "At some point in life, everybody has been asked a question whose answer is so obvious; you don't know how to answer. Well we've given you an answer. Just give them a Mentos Cola!"
Nikhil Sharma, director- marketing, Perfetti Van Melle India, said, “The new Mentos Cola commercial is in line with the platform of ‘Dimag ki batti jala de’ but with a fresh take on the situations where we don’t act as smartly. The variant which was launched last year has been doing well and we are sure that the new creative will further strengthen the consumer connect with the brand.”
Creative agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Group creative director: Anurag Agnihotri
Senior creative director: Ashish Naik
Creative controller: Nasrullah Husami
President - branch head, Ogilvy North: Kapil Arora
VP - client services: Antara Suri
Account director: Parul Madaan
Account supervisor: Ankita Singh
Production house: Corcoise Films
Director (film): Vishwesh Krishnamurty
Producer: Kunal Kamra