The document discusses a new TV commercial by Mentos that uses humor and animation to promote its message of "think fresh" and "Dimag ki batti jala de" (light up your brain). It depicts the evolution of mankind, suggesting that early humans evolved intelligence after consuming Mentos. While playful, the ad aims to position Mentos as making people smarter in a simple, engaging way without hurting sentiments. The brand targets youth and aims to stand out in the confectionery category through memorable, accurate ads that courteously convey its message of fresh thinking.

2. Akhir Dimag Ki Batti Jal hi gayi.... saalon se......... bechara Crow was thirsty ..... Fox was Hungry... and Turtle use to loose at the start... everytime a mother use to tell the story to her Kid... Now the things will change..... THANK’S TO MENTOS NOW WE CAN GET SOME positive stories.....that gives a solution,,,,,, Rather than PROBLEM

6. BIG SMILE COMES IN SMALL PACKAGES.

7. INTRODUCTION

8. Mentos maybe a breath freshener, but the message the brand image conveys is ‘think fresh’. Mentos is its brand in the 1200 crore sugar confectionery market in India. The brand comes under the category of Chewy dragee. Dregee is a candy with smooth and relatively hard candy coating.

9. The brand has also been able to capture the 50 paise price point making it affordable. The Ad campaigns are humorous and simple and O&M has been able to move flexibily with this “smart thinking “platform.

12. Famous poet and writer Martin Dansky once said, " Change is at the very core of evolution and without it, all creatures would look alike and behave the same way." Mentos mint's new TV commercial is here to prove the same.

13. Our history books say that the evolution of mankind took place through various stages. But how did this happen? Who whirled the magic wand? Did mother fairy touch our would-be alter ego with her magic stick?

14. Reason?

15. It's Mentos, ladies and gentlemen!!! The brain stimulator... rejected by the grass-eater and devoured by our brain-meter. Dimag ki batti jala de !

16. But what's on the penalty plate for Mr Ass? Well, now it's his turn to pull the new-born Mr Intelligent, happily riding his stony cart while it rolls on his freshly invented round wheel. Sorry Daddu .

17. THE 7 C’s

18. CLARITY

19. Positioned as “The Freshmaker”. Initially launched in the freshness platform but later it was slightly extended from Freshmaker to Smart thinking. The punchline “ Dimag ki Batti Jala De” has been an instant hit with the target audience. Positioning of " makes you smarter " exemplified by the slogan " Dimag ki batti jala de". Mentos maybe a breath freshener, but the message the brand image conveys is ‘think fresh’.

20. COMPLETENESS

21. Message should be complete to bring desirable result. Mentos continues with the value proposition of "Dimag ki batti jala de“. However this time it takes the Darwinian theory of evolution of Man and gives it a minty twist. The animated format of the ad gives it an interesting look. Nevertheless its a funny ad and is quite a hit.

22. CONCISENESS

23. Since the ad contains more of the nonverbal mode of communication and the message which they trying to convey of think fresh, is seen in this particular ad. It is not at all very lengthy and is understandable and comprehensible .

24. CONSIDERATION

25. The target group is the youth with a cool attitude who considers themselves to be smart. Confectioneries comes under the low value, low involvement impulsive product in the convenient goods category. Although Mentos is a sugar confectionery, it is perceived to be in the mouth freshener candy category. With the smart advertisement, this brand has created a place for itself in this category.

26. CORRECTNESS

27. Message conveyed in a simplified manner. High level of accuracy as the ad is non-verbal. Animation in the ad clearly represents the core benefit of the product.

28. COURTEOUS

29. Perfetti is a complete brand in itself. The ad did not hurt the sentiments of the community. It did not follow anti-branding. Message conveyed was polite and sincere.

30. CONCRETE

31. Message conveyed with humour. No facts and figures included.

32. AND THIS IS HOW PERFETTI VAN MELLE IS ASSOCIATED WITH:-

33. BILLION RADIANT FACES BILLION SWEET RELATIONSHIP BILLION JOYFULL HEART

34. DIRECTED AND PRODUCED BY:- AMAR DEEPTI MEHRA GAURAV JOSHI NIKITA RAKHEJA POONAM TRIPATHI SAMEER

35. THANK YOU