Oct 27: Mentos, a flagship brand from the house of Perfetti Van Melle, has unveiled a playful new TVC for its recently launched Mentos Fresh Action Candy , bringing the new product’s intense cooling freshness to life through an unexpected, larger-than-life moment. Built with the tagline, “Kya saans khuli, kya hawa chali” the film uses humour and visual exaggeration to transform a simple product experience into a memorable expression of freshness in true Mentos style.
At the heart of the campaign is a humorous film set inside a flour mill. The mill owner finds himself covered in flour from head to toe, just as his wife reminds him of the wedding they both have to attend. With no time to change, he turns to the boy working at the mill who pops a Mentos Fresh Action. The intense burst of freshness unleashes a powerful gust of air that blows the flour off the owner, revealing a perfectly pressed sherwani underneath. The film's twist comes a beat later: all that flour has landed on his wife standing behind him.
The powerful gust becomes a larger-than-life expression of Mentos Fresh Action’s intense freshness, while the reveal brings together wit, energy and playfulness in a narrative designed to resonate with young consumers. By blending humour with playful exaggeration, the campaign makes the intensity of the product experience entertaining, relatable and memorable.
Speaking about the campaign, Gunjan Khetan, Director - Marketing, Perfetti Van Melle India, said,
“With Mentos Fresh Action, we wanted to introduce an intense cooling freshness that adds a new dimension to the Mentos portfolio. The thought ‘Kya saans khuli, kya hawa chali’ gave us an engaging way to bring this experience to life, using humour and exaggeration to capture its intensity. By turning a simple product experience into an unexpected and entertaining moment, the TVC reflects the playful spirit of Mentos”
