Mentos has rolled out a new television commercial for its Mentos Fresh Action Candy, and the pitch is simple: an intense cooling burst can be strong enough to sweep flour off a wedding guest. The ad, from Perfetti Van Melle India, runs under the tagline ‘Kya Saans Khuli, Kya Hawa Chali’ and leans on humour to make the product’s freshness feel tangible.
A wedding day saved by a candy
The film is set inside a flour mill, where the owner is coated in flour just as his wife reminds him about a wedding they have to attend. With no time to change, he takes a Mentos Fresh Action candy offered by a boy working at the mill. The freshness is shown as a dramatic gust of air that blows the flour off his sherwani. The comedic payoff arrives when the flour lands on his wife standing behind him.
The exaggerated gust is the campaign’s central visual metaphor. Instead of describing the product as “intense cooling freshness,” the ad makes that benefit visible and physical, which helps a sensory claim register quickly in a short-form TVC.
Why the creative choice makes sense
In India’s confectionery and refreshment category, brands routinely compete for attention with similar functional promises. A visual exaggeration gives Mentos a distinct way to own the freshness benefit while staying true to its playful identity. The structure also fits how younger audiences encounter content: a relatable problem, a product intervention, and a twist ending that rewards attention.
Three elements make the film easy to recall:
- The problem is relatable: a wedding invite leaves no time for a wardrobe reset.
- The product moment is overstated enough to be memorable, but not confusing.
- The closing twist lands on the wife, giving the ad a repeat-viewing moment.
What the brand says
Gunjan Khetan, Director – Marketing, Perfetti Van Melle India, said the team set out to add a new dimension to the Mentos portfolio with Fresh Action. “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,” she said. The TVC, she added, is meant to reflect the playful spirit of Mentos while making the product experience entertaining for young consumers.
What marketers can reuse
Sensory products often fail in advertising when the script simply says the product is strong, cool or fresh. Mentos instead picks one exaggerated visual—the gust of air—and lets it do the demo, the drama and the joke at the same time. That is a useful template for any brand trying to make an intangible benefit feel concrete in a short video.
The message for marketing teams: find the one physical action that your product claim implies, then magnify it until it becomes the story. The campaign also shows that a twist can be more important than complexity; the simplest misdirection is often the one viewers repeat.
Source: MediaNews4U
