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#MastZindagi Campaign
After a long hiatus, Mentos returned to social media, reviving its Yes to Fresh! motto by showcasing how simple Mentos can transform dull, mundane (Aam) moments into fun, exciting (Mast) experiences with a fresh new perspective.
Business Objective
Boost Gen Z appeal and brand equity by localizing Mentos' "Yes to Fresh" for India.
Campaign Objective
Designed to reignite consumer engagement and restore brand relevance after 8 years.
Insight
With the brand's target audience 'Gen Z' spending most of their time online, leveraging influencers on social media was the key to making Mentos relevant again.
The Process
1
Research
Identifying Problems
Competition Analysis
Understanding Target Audience
2
Ideation
User Personas
Aligning with "Yes to Fresh"
Narrative planning
3
Influencer Selection
Identifying Passion Points
Mapping relevant influencers
Audience Profiling
4
Execution
Assets Production
Multi-platform Rollout
Community Engagement
5
Report & Analysis
Tracking Performance Metrics
Comment Analysis
Insights future campaigns
The Assets
For this campaign, the team developed a catchy jingle centred around the theme of turning "Aam Zindagi" into "Mast Zindagi" after consuming Mentos. The visual assets included 9 macro-influencer videos, 8 micro-influencer videos and 3 videos featuring cast members.
We launched the #MentosMastZindagi contest to further engage the audience, encouraging users to share their zindagi transformation by playing the jingle and creating personalized versions.
The Results
The goal set by the brand for this campaign was to achieve Reach and Engagement on the Mentos Instagram page after a long hiatus.
30M+
Reach
50M+
Views
100+
Entries
3K+
Comments
400K
Engagement
20+ PR MENTIONS
The #MentosMastZindagi campaign won Gold for "Use of Video" and "Influencer Campaign of the Year" at the Economic Times DG+ Awards 2024.
It also secured both Gold and Silver at the Afaqs! Digies Awards 2025 in the same categories.
Flavour Launch - Cola
For the limited Mentos Cola flavour launch, the team developed a high-impact digital campaign featuring 10+ high-quality animated video assets to drive engagement and awareness. The campaign was further amplified with an interactive contest, encouraging audience participation and enhancing product visibility.
The Results
35M+
Reach
73M+
Views
1.8M+
Likes
400+
Comments
Other Notable Work
Mentos Nano Gum Launch Assets
Hygiene Posts
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