HEAD 2 by Ogilvy & Mather Mumbai for Mentos

HEAD 2

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Industry Candies
Media Design & Branding
Market India
Agency Ogilvy & Mather Mumbai
Copywriter Tushar Badal Pal
Group Account Manager Parul Madaan
Photographer Raj Mistry, Rubin D'silva
Illustrator Deelip Khomane
Released February 2012

Credits & Description

Category: Illustration
Advertiser: PERFETTI VAN MELLE INDIA
Product/Service: MENTOS SOUR MARBELS
Agency: OGILVY & MATHER
Chief Creative Officer: Abhijit Avasthi (Ogilvy & Mather)
Chief Creative Officer: Rajiv Rao (Ogilvy & Mather)
Creative Director/Art Director: Priti Arora (Ogilvy & Mather)
Copywriter: Tushar Pal (Ogilvy & Mather)
Illustrator: Deelip Khomane (Ogilvy & Mather)
Designer/Sculptor: Deelip Khomane (Ogilvy & Mather)
Photographer: Raj Mistry (Ogilvy & Mather)
Digital Imaging: Rajesh Soladkar (Ogilvy & Mather)
Digital Imaging: Deelip Khomane (Ogilvy & Mather)
Client Services Director: Antara Suri (Ogilvy & Mather)
Group Account Manager: Parul Madaan (Ogilvy & Mather)
Senior Account Executive: Mithila Manhas (Ogilvy & Mather)
Media placement: Posters / Press Ads - Newspaper, Supermarkets & Shops - 4 February 2012

Describe the brief from the client
Perfetti Van Melle India wanted another strikingly unique print and poster campaign to highlight Mentos Sour Marbels' 'sour' proposition.

Describe the challenges and key objectives
From the past few years, Mentos Sour Marbels campaigns have raised the bar in terms of idea and execution. The challenge was to create a campaign that met the high expectations.

Describe how you arrived at the final design
After a lot of iterations, we zeroed in on one illustration style. To make it cutting-edge we decided to turn that illustration into clay sculpture.

Give some indication of how successful the outcome was in the market
The press and poster campaigns were successful as more and more consumers wanted to try Mentos Sour Marbels. The rise in sales was inevitable.