Brands
Say Yes to Fresh- Mentos & Fanta team up to create exciting new Mentos Fanta chewy candy
Mumbai: Mentos, the iconic chewy candy, has come together with the fruity taste of Fanta Orange in a one-of-a-kind collaboration. In its endeavor to bring innovative, delectable offerings to its consumers, Mentos, from the house of confectionery major Perfetti Van Melle India, is back with yet another delicious new twist on Mentos: Mentos Fanta!
Following the success of Mentos Fanta flavor globally, the brand launched a limited-edition single and multipack offering that was rolled out in India recently and has been receiving remarkable response so far.
Speaking on the new launch, Perfetti Van Melle India managing director Rajesh Ramakrishnan said, “The collaboration between Mentos and Fanta represents a strategic partnership aimed at expanding our business in India. By combining the zesty and effervescent taste of Fanta orange with the much-loved chewy texture of Mentos, we are offering a refreshing summer treat that is sure to resonate with Indian consumers. This limited-edition product has already received global recognition, and we are receiving positive response by our customers in India.”
Mentos Fanta Orange flavor is available in various pack formats to target different consumer occasions and to make sure that there is a Mentos Fanta candy for everyone – whether it is for on-the-go, or for sharing purposes – with the iconic Mentos roll being the unmistakable hero.
Commenting on the launch communication, Perfetti Van Melle India marketing director Gunjan Khetan said, “This exciting collaboration between Mentos and Fanta represents a strategic brand mashup that aims to create cross-category appeal. With both Mentos and Fanta having a long history of delivering refreshment and fun, this partnership perfectly aligns with our goal of providing innovative and delightful experiences for our customers. Our unique and delicious summer treat, which bridges categories, necessitated an innovative and dynamic campaign that captures the spirit of both brands.”
The Coca-Cola Company senior category director – sparkling flavors, India & Southwest Asia Tish Condeno commented on the collaboration stating, “We are thrilled to announce the exciting collaboration between Mentos and Fanta, bringing the unique and delectable Mentos Fanta product in India. This partnership perfectly aligns with our goal of providing fresh, innovative experiences, infused with a touch of refreshment and fun, to our consumers. The zesty and effervescent taste of Fanta orange is relished by consumers across markets, we have observed that along with Mentos it has become a refreshing summer treat for our consumers in India as well.”
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
