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Mentos 2013 TV AD “Khooni Kaun Hai?”

Mentos Batti Jalao Contest. Khooni kaun hai?

Mentos 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, Mentos has been using the ‘evolution’ formula for brand positioning ever since the brand was launched in India. “Batti Jalao”, the latest campaign by Mentos, is based on the insight that people have a natural fascination for puzzles & 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 lakhs on solving the riddle. This is a unique marketing campaign by a brand wherein the person doesn’t have to buy or consume the product to participate. Mentos 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. Mentos has been positioned on the smart thinking platform with the tagline “Dimaag ki Batti Jala de”. 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.
This is the first instance of a confectionery brand coming up with such an unconventional marketing campaign with an aim to initiate conversations amongst consumers. To reach out to its target audience, Piyush Pandey, Ogilvy & Mather’s Executive Chairman and Creative Director, South Asia has provided the voice-over.

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