ITC has entered the ‘chewy mint’ category with Mint-O-Gol and has roped in DraftFCB+Ulka for its creative duties. The agency has sought to create a strong communication around the new brand with the launch of a new TVC, giving the mint a touch of hypocrisy-busting flavour.
DraftFCB+Ulka, which had created the popular ‘Jab Laila ko karna hai Impress…’ campaign for Minto Fresh (Jiggi Jikka Fresh being its latest avatar), has now fired the opening salvo for Mint-O-Gol.
Elaborating on the thought process, Indira Das, Creative Director, DraftFCB+Ulka Bangalore, said, “Our challenge was to base our communication on an insight that is relevant to what the average 20-year old is thinking and feeling today – not necessarily universal or timeless.”
The agency zeroed in on the fact that the Indian youth today is in no mood for any more hypocrisy and double standards. Das commented, “This is a ‘cut the crap’ generation, far less in awe of things than we were and far more likely to tell it like it is.”
Mint-O-Gol uses this insight to position itself as a ‘Hypocrisy Buster’. For the launch, DraftFCB+Ulka has created a TVC set in a shopping mall and humorously brings alive the Mint-O-Gol take on life. The film has been produced by Chrome Pictures and is directed by Nikhil Rao.
The film involves the Mint-O GOL protagonist and his girlfriend at a mall, where she meets an old girlfriend. As the two girls shriek with fake delight and launch into the usual gushing cliches, the protagonist provides a sardonic ‘translation’ of the mindless exchange in a series of asides to the camera.
The new TV campaign will also be supported by an online campaign as well as on-ground activation to drive Mint-O-Gol rapidly towards the same position of leadership in chewy candies that Minto Fresh enjoys in the hard candy segment.