Mentos, a flagship brand from Perfetti Van Melle, has unveiled a playful new TVC for its recently launched Mentos Fresh Action Candy. Built on the tagline “Kya saans khuli, kya hawa chali,” the film uses humour and visual exaggeration to bring the candy’s intense cooling freshness to life in true Mentos style.
The story is set inside a flour mill, where the owner is covered in flour from head to toe just as his wife reminds him of a wedding they must attend. With no time to change, he turns to the boy working at the mill, who pops a Mentos Fresh Action. The burst of freshness unleashes a powerful gust of air that blows the flour away, revealing a perfectly pressed sherwani underneath.
The twist arrives a beat later: all that flour has landed on his wife, who is standing right behind him. The gust becomes a larger-than-life expression of the product’s intensity, while the reveal combines wit, energy and playfulness in a narrative designed to connect with young consumers.
Gunjan Khetan, Director of Marketing at Perfetti Van Melle India, said the brand wanted to introduce an intense cooling freshness that adds a new dimension to the Mentos portfolio. He added that humour and exaggeration helped capture that intensity, turning a simple product experience into an entertaining moment that reflects the playful spirit of Mentos.
