ki batti jala de' - Mentos' new TVC
By ANINDITA SARKAR
(21 February 2008 7:00
poet and writer Martin Dansky once said, "Change
is at the very core of evolution and without it,
all creatures would look alike and behave the
mint's new TV commercial is here to prove the
Chimp has no brains you see. He gets bullied by
Mr Donkey, the authorised owner of all the brains
on earth. While Mr Donkey, "Daddu" of
the huge but cute ape, enjoys his ride on the
wheel-less cart, our pitied forefather slaves
to pull the heavily loaded wood piece through
the stony rugged jungle road. But how is it possible?
After all we, the mortal souls, are the most intelligent
wonders of the world! And we belong to Mr Chimp's
Be a bit patient. Let Ad Pick unfold the story
to you first.
history books say that the evolution of mankind
took place through various stages. Remember the
picture in that square box which showed our dear
heavy little ape finally becoming a two-legged
man from a four-legged animal? Yes you do. But
how did this happen? Who whirled the magic wand?
Did mother fairy touch our would-be alter ego
with her magic stick? Come on. No use going back
to your 4th-standard history books. They don't
have the answers. Then who does!!! Let Ad Pick
do the honours of unfurling the secret to you.
And here it comes.
Mr Donkey is absolutely tired of enjoying the
joy ride he decides to take some rest. Both the
slave and the master park themselves under a tree
where Daddu's poor pitiful grandson finds a little
pack. It has "Mentos" written on it.
Mr Chimp offers the little pack to his master
but the ruthless master rejects it and goes off
Chimp is tempted. He opens the pack, stares at
the white thing inside, smells it and finally
allows his mouth to engulf it. Within seconds,
transformation is witnessed. He starts running,
not on four, mind you, but two. Surprised!
While running, he decides to get civilized, and
hence covers his hush-hush zones to maintain some
enters a cave. It's dark inside. The chimp-turned-caveman
lights some fire striking two stones against one
another. But he does not stop; he keeps running
as though he were running in the Olympics! And
finally when he reaches the cave-end "there
is light" and he, the "enlightened."
Now, as he leaves the darkness behind allowing
the light of wisdom to fall upon him, he encounters
Daddu once again. That wicked fella is still under
the same tree. While Mr Chimp had transformed
into a civilized mortal being, our "intelligent"
could witness no such change.
It's Mentos, ladies and gentlemen!!! The brain
stimulator... rejected by the grass-eater and
devoured by our brain-meter. Dimag ki batti
what's on the penalty plate for Mr Ass?
now it's his turn to pull the new-born Mr Intelligent,
happily riding his stony cart while it rolls on
his freshly invented round wheel. Sorry Daddu.
Well, TV commercials can be classified under various
categories. While some belong to the genre of
absolute non-sense, some fit into the family of
intelligent, bizarre and humorous ads. But when
it comes to the TVCs of Mentos, they could only
be defined as intellect stimulants - bizarre in
concept and humorous in essence. Yes, the new
commercial of Mentos is not an absolute original.
It smacks of Shrek, and the evolution scene
reminds one of Fatboy Slim's "Right Here,
Right Now" video. But still the commercial
succeeds in carrying a pinch of wacky fun in it
along with its elixir of intelligent oddness.
discussing TVCs, ITC Ltd head of marketing Hemant
Malik said, "A commercial is an immediate
success when it goes un-ignored."
goes for Mentos' new TVC. It is faithful to its
tagline Dimag ki batti jala de!
can either love it or hate it. That's your call.
But when it comes to ignoring it
is a big fat NO.
Ogilvy & Mather
Production house: Soda Films
Running time: 51 seconds
ITV rating: * * * *