The latest campaign by Mahak Group for their brand Mint ChocOn was released last week. The objective of this campaign was to launch the product in the Indian market.
Mahak Mint ChocOn is a one-of-its-kind candy with mint favoured outer shell and delectable, chocolate filled centre. The TVC star actress Janhvi Kapoor and sets beautifully encapsulates the emotions of a young couple on their first date.
S K Jain, CEO & MD, Mahak Group spoke exclusively with Medianews4u and shared insights about the campaign and much more.
If you had to define the brand MintChocOn in less than 100 words or so how would that be?
Mint ChocOn is a novel concept, with just a hint of playfulness and whimsy. It is a one-of-its-kind candy with mint favored outer shell and delectable, chocolate filled center. When you consume it, initially you will feel as if it is your regular breath-mint candy. However, there is a twist-a piquant, chocolaty twist, which will certainly leave you wanting more. Mint ChocOn is made in-house using the highest quality cocoa beans which we source especially from Ghana. The glossy exterior of the candy and the exquisite crunch is achieved with the help of aeration technology that only our high-end machinery can provide. We don’t think there is anything even remotely similar to Mint ChocOn in the market presently.
Tell us about the campaign, Mint Nahi Hint hai? What were the objectives of this campaign?
We launched this campaign to introduce the product in the Indian market. The tag line ‘Mint Nahi, Hint Hai’ perfectly encapsulates the essence of Mint ChocOn in just one line.
The target group for this campaign is 18-35-year-olds. From a teenager to a young working professional, Mint ChocOn is an offering, which will appeal to everyone. We decided to give the campaign a playful twist to relate better with our target group. Through this campaign, we wanted to tell the youth of the country to take the hint, take charge, and seize the moment.
What made you decide to associate with Janhvi Kapoor? Why her? How was the experience of working with her?
JanhviKapoor is one of the up and coming actresses in the industry. She has been making waves with her stellar performances on screen and is somebody that our TG relates to. We feel that someone as vivacious and full of energy as Janhvi fits the bill perfectly and is an ideal choice for a brand ambassador. She was an absolute delight to work with. We had a wonderful experience working with her.
What is the media mix for the campaign?
We adopted a 360-degree approach for the campaign. We have maintained a healthy mix of BTL activities, print media, and TVC release on electronic and digital media. Considering it is a product targeting today’s youth, we have made sure to extensively target online and digital mediums.
What was the pitch given to the agency?
Considering Mint ChocOn is such a fun and innovative concept, we wanted our campaign and TVC to reflect the essence of our product. We wanted it to be fun and playful-something that our TG could connect with. We believe it came out well. The best thing about it is that our 30-second long TVC conveys everything that we wanted to in a simple yet impactful manner
What are your expectations from this campaign?
Through this campaign, we wanted to introduce our new product in the Indian market. Now we want Mint ChocOn to become everyone’s go-to breath-mint. We want to establish ourselves as a leader in that category.