Campaign: Farak Padega
Company : Perfetti Van Melle
Agency: Ogilvy and Mather
The campaign comprises two ad films featuring a talking rooster. The first ad film starts with the rooster scolding his son, in this case a chick. The son who hasn’t been able to score good marks in his exam gets reprimanded with the father saying he spends most of his time thinking about ‘chicks’. As the son apologizes for his behaviour, a human hand enters the screen offering a packet of Mentos to the rooster. The rooster is surprised for an instant but then gets irritated as the man offers him the new Mentos which is bigger and softer. The rooster then snaps at the man asking him to shut up as he goes back to scolding his son.
In the second ad, as the rooster showcases his crooning skills, the human hand once again pops up offering him the new Mentos. The rooster, extremely annoyed at being interrupted, gives him a dose of the choicest expletives. Both the films end with the voice-over saying, ‘Inko farak nahi padega, lekin aapko… farak padega’.
This is not the first time that an ad has been rolled out where there is absolutely no connection between the brand and the ad. And definitely this won’t be the last time. In the past, we have seen ITC going for a crazy, over-the-top ad for its crisp brand Bingo’s and turning it into a success story. However, what worked once, need not work always.
And Mentos’ new campaign is an example of how weird and crazy ideas may not click always. It is necessary to jazz up a rather dull category such as chewing gum. So every other gum brand executed a quirky ad; Mentos too was no different. “Mentos has been an aspirational brand for consumers for over a decade and has lived up to their expectations across all touch points. The new Mentos commercial is an announcer film highlighting the product improvement but does not look anything like a typical announcer. It has every bit of quirk and fun that all Mentos advertisements have. We are extremely excited and are quite confident that this will strengthen the brand core,” said Preeti Bhatnagar, category head, Perfetti Van Melle India.
But it is the brand core and what it stands for that does not come through in the ads. Moreover, it leaves the viewer confused as it seems that the attempt is to build a subtle connection between the man offering the new product and the rooster, as it hints that the bird will automatically shut up if it eats the gum. But even that does not happen as the voice-over tells a different tale. At the end it comes across as an awkward moment between the two. As a viewer you keep wishing that something more would happen but all you see is a head chewing the gum supported with a voice-over that talks about the relaunched avatar of the gum. The campaign had the potential to be better than what it is, only if someone paid little more attention.