Campaign India Team
Jul 30, 2015

Perfetti portrays another smart slice of the Mentos life

Watch the ad film conceptualised by Ogilvy and Mather here

Perfetti Van Melle India has launched a TVC for its confectionery brand Mentos on the ‘Dimaag ki batti jala de’ platform. The ad film has been conceptualised by Ogilvy & Mather.

A lady is busy typing away on her laptop in what seems to be the living room. Her son asks whether he can watch television while he studies. Appalled at the audacity of his thought, the mother angrily calls out to 'Chintu ke papa' who calls out a ‘Kya hua’, matching the lady’s aggressive tone. The implied answer is 'No'. This, a voice over states, was a slice of the normal life.

The scene repeats itself, except this time the son asks if he can study while he watches television. The mother, thoroughly impressed by her son’s dedication, calls out to 'Chintu ke papa', this time sounding proud of her son. She permits him to go ahead. The  voice over signs off introducing the 'Mentos zindagi'.

Anurag Agnihotri, ECD, Ogilvy and Mather, said, "The new commercial stays true to our brand positioning, offering a smart solution for a tricky situation, this time though in form of clever wordplay used by the protagonist. The presence of an everyday situation makes the ad highly relatable and enjoyable for the viewer."

Preeti Bhatnagar, category head, Perfetti Van Melle India, “Mentos has always stood for smart, on-the-feet thinking that gets you out of trouble. This time too, with our new slice-of-life commercial, we surprise the viewers with a charming and witty idea that they wish they had used in their own lives.”

Credits

Client: Perfetti Van Melle India
Brand: Mentos
Creative agency: Ogilvy and Mather
Executive chairman and creative director, South Asia, Ogilvy & Mather: Piyush Pandey
National creative director:Rajiv Rao
Executive creative director: Anurag Agnihotri
Associate creative director: Nasrullah Husami
President - branch head, Ogilvy North: Kapil Arora
Sr. vice president - account management: Vishwajeet Rana
Management supervisor: Parul Madaan
Group account manager: Ankita Singh
Production house – Soda Films
Director - Rajesh Krishnan
Producer - Ameya Dahibavka


 

Source:
Campaign India

Related Articles

Just Published

6 hours ago

BharatBenz appoints Dentsu

Dentsu Creative and Dentsu X will handle creative and media respectively

6 hours ago

A new era of ads analytics? How Media Mix Modeling ...

Privacy regulations have significantly hindered measurement capabilities to the extent that Meta, Google, and Amazon are now finding it necessary to use Media Mix Modeling. Campaign explores if other marketers should follow in their footsteps

8 hours ago

Agency of the Year South Asia 2023: Picture gallery

View pictures from the South Asia leg of the Agency of the Year Awards which was hosted in Mumbai on 28 November