Companies

Perfetti to tap digital media for Mentos campaign

Meenakshi Verma Ambwani New Delhi March 4 | Updated on March 12, 2018

Perfetti Van Melle India is set to launch its new campaign to promote Mentos, first on digital media offering a sneak preview on the brand’s Facebook community which has close to six lakh followers.

The company will also first launch banner advertising in the Internet and mobile space and other online branded destinations.

Once the campaign gains momentum on the digital platform, it will go on air on television across key youth-oriented channels, it said in a statement.

The new campaign with the tagline ‘Batti Jalao’, will have ‘a riddle with a twist’ and will offer a cash prize of Rs 25 lakh to the viewers who solve it.

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.’’

He said this is a unique marketing campaign by a brand wherein the person does not have to buy or consume the product to participate.

meenakshi.v@thehindu.co.in

Published on March 04, 2013

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