Some taglines sneak into your brain and refuse to leave. “Dimag Ki Batti Jala De” is one of those little troublemakers. Say it aloud and suddenly a normal person looks like they have just unlocked a secret cheat code for life. A student pulls off a last-minute homework miracle, a barber manages chaos mid-haircut, and a bus ride turns into a stage for absurd brilliance.
The brains behind this fun are spread across the globe. Ogilvy Mumbai masterminded the Indian campaigns, Rajesh Krishnan directed with perfect timing, and Amar Mangrulkar composed the music that sticks in your head. BBH London handled the UK and European digital campaigns, Neogama / BBH São Paulo worked in Brazil and Latin America, and Dentsu Creative France delivered campaigns for France. Influencers such as Adam Waheed and That’s a Bad Idea helped bring the iconic jingle back for social and digital audiences.
Mentos never just sold a mint. They sold tiny explosions of cleverness in the most ordinary corners of life. Classrooms, barber shops, auditoriums and buses became stages for moments that were ridiculous, hilarious and perfectly satisfying.
And we loved every second of it.
One mint, one laugh, one “aha” moment at a time.
A Simple Formula: Problem Happens → Dimag Ki Batti Jala → Clever Solution Happens → Everyone Grins
The campaign revolved around this template. Ten commercials. One tagline. Endless moments of everyday absurdity. Mentos took ordinary mishaps, added a dash of wit, and created a world where small disasters exploded into hilarious wins.
The Classroom That Sparked It All
The Classroom ad of 2005 became the defining moment of Mentos’ “get smart” positioning. Ogilvy Mumbai, led by Jignesh Maniar, created the ad for students in India. A student walks into class late, previously scolded, but this time, thanks to clever timing, he walks backwards into the classroom and impresses the teacher.
Homework
In the Homework ad, a student struggles with an impossible task. Panic is in the air, but a spark of clever thinking turns it into triumph. Ordinary frustration becomes absurdly satisfying, and viewers can’t help but grin at the cleverness.
Auditorium Antics
The Auditorium ad features a late entrant whose squeaky shoes could have spelled disaster. Every step is perfectly timed with someone ahead, turning ordinary embarrassment into absurdly clever comedy. The audience laughs at the impossible precision and quick thinking.
Barber Blunders
The Barber ad took minor haircut disasters and transformed them into moments of genius. A slip of the scissors, a misaligned trim, and suddenly chaos becomes hilarious. Ordinary mistakes are flipped into absurd victories.
Talking Babies
This ad used babies’ reactions to adult problems. The absurdity of a tiny tot outsmarting grown-ups highlighted the tagline: thinking smart is for everyone. Humour and cleverness collide effortlessly.
Hoover
In the Hoover ad, a household mishap threatens chaos. Clever thinking turns the ordinary disaster into a comic triumph, showing that even domestic problems can become absurdly satisfying.
Watermelon
In the Watermelon ad, a fruit vendor experiences theft and confusion. Quick thinking and absurd timing resolve the situation hilariously. Ordinary life becomes a playground for clever problem-solving.
Taunting
The Taunting ad turned social embarrassment into absurd cleverness. The protagonist navigates a tricky situation with humour and intelligence, making every minor victory a tiny delight.
Evolution (2008)
The Evolution ad brought playful visual humour to everyday mishaps. Pens run out, slippers slide, minor accidents happen, yet clever thinking turns ordinary chaos into laugh-out-loud absurdity.
Love Story With a Twist
Recent TVCs, including the Love Story With a Twist campaign, transformed mundane romance into clever, unexpected wins. A shy exchange becomes playful chaos, ordinary situations become absurdly entertaining, and the tagline lands perfectly.
Jingle Relaunch and Fortnite Activation
In 2025, Mentos relaunched its iconic jingle across social and audio-streaming platforms. Influencers like Adam Waheed and That’s a Bad Idea helped reinterpret the jingle for modern audiences. BBH London led the global Fortnite activation with the Mentos Fizzooka, turning clever thinking into interactive, playful gaming. Even decades later, the tagline adapts effortlessly to new digital landscapes, maintaining absurd humour and smart thinking.
Why Dimag Ki Batti Jala De Still Works
The brilliance of the campaign lies in its simplicity. Humour, wit, and clever problem-solving turned ordinary moments into tiny stories worth remembering. The tagline captured the absurdity of life, the satisfaction of thinking smart, and the joy of turning small disasters into mini victories. Decades later, the ads are still memorable. The tagline is still uttered with a grin, and anyone who grew up with these campaigns instantly recalls the clever, playful, absurd world Mentos created. Advertising gold. Nostalgia platinum.
