Mentos’ new Batti Jalao Campaign

05 Mar,2013

By A Correspondent


Mentos, from Perfetti Van Melle India, was first positioned on the fresh thinking platform with ‘Aam Zindagi, Mentos Zindagi’ campaign. Mentos then evolved, literally, with the ‘Evolution’ campaign which portrayed an alternative theory of evolution where a monkey ate a Mentos and evolved into a man. Now Mentos has been positioned on the smart thinking platform with the tagline ‘Dimaag ki batti jala de’.


‘Batti Jalao’, the latest campaign by Mentos, is based on the insight that people have a natural fascination for puzzles and mysteries. The campaign uses a riddle with a twist and urges the audience to use their brain laterally. To make the campaign substantial and credible, there is a cash prize of Rs 25 lakh for solving the riddle.


The marketing campaign aims to initiate conversations among consumers. To reach its target audience, Mentos will be using various platforms including social media, microsites, mobile, internet, radio and electronic media. The voice-over has been provided by Piyush Pandey, Ogilvy & Mather’s Executive Chairman and Creative Director, South Asia.


Commenting on the campaign, Nikhil Sharma, Director – Marketing, Perfetti Van Melle India said, “The hope with this campaign is that can engage our consumers in an interesting and never-done-before way. With this communication, we have taken a leap and thrown a challenge to the consumers to solve a bizarre mystery. The entire look and feel for this is witty and humorous.”


Abhijit Avasthi
Piyush Pandey

Abhijit Avasthi, NCD, Ogilvy India, added, “With a brand as fun and iconic as Mentos, there’s always this huge question: what next? It’s not easy to catch people by surprise and leave them with a laugh time after time, but we’ve done it yet one more time. And with the ‘Riddle’ campaign we’ve gone a step ahead by giving them something that will play on their minds even after they find out the answer.”


Piyush Pandey, Executive Chairman and Creative Director, South Asia Ogilvy & Mather, added, “There comes a time in a brand’s journey where it must do something startling, something radical, even if what it has been doing before has worked really well. The new Mentos ‘Riddle’ campaign does exactly that. It takes a new leap without letting go of the essence of the brand.”


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