Mentos, from Perfetti Van Melle India, has now taken its 'Dimag Ki Batti Jala De' campaign to the online medium with a multiple video website that supposedly solves grievances on everyday topics with a whacky touch. The initiative, targeted at its TG of teens and young adults, has been online since December 2006 and claims to have 40 per cent of its content going online after its launch.
Explaining the initiative as brand-building activity, Sameer Suneja, Head-Marketing, Perfetti Van Melle India, remarked, "We are using this to increase our connect with the audience. This will be mainly used to create a buzz around the product."
Commenting on the concept behind this website, Abhijit Avasthi, GCD, Ogilvy Advertising, said, "We wanted to take forward the 'Mentos Zidagi' to the next level with this site. Here, users can get and post solutions to uncomfortable problems and situations. Moreover, users can also pose their questions and there are chances of getting replies quickly."
This website utilises software-embedded video to spoof call centre like executives dispensing smart solutions to help people out with their problems.
The website had a soft launch in December 2006 and is being promoted through the various discussion forums and community sites like Orkut. Speaking more about the launch, Prasanth Mohanachandran, VP, Digital, OgilvyOne Worldwide, said, "With a soft launch, we used word-of-mouth to spread the site across the internet and we have had a good response. Now, in this phase, we will be promoting the website through online banners, radio spots and even print ads."