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.”
Client: Perfetti Van Melle India
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