Mumbai, 07th November 2025: Mentos, the iconic Fresh Gums from Perfetti Van Melle, turned up the freshness and fun at the much-anticipated Enrique Iglesias Live Concert in Mumbai. The crowd of 30,000 not only enjoyed the music, the songs, the popstar on stage but also the various brand activations that had been put together by team Perfetti Van Melle to engage with GenZ at the venue.
Mentos introduced at the concert arena a Popstar Cam, which brought an electrifying experience to life, capturing the energy and excitement of fans in true Mentos style. Through this activation, Mentos Gums furthered its journey of premiumising the gums category and engaging Gen Z by tapping into their passion for music and live entertainment..
The Mentos Popstar Cam captured spontaneous moments of fans in the audience, turning them into instant popstars on the big screen for a few unforgettable moments. Each moment in the spotlight was packed with confidence, vitality, and pure Mentos Zindagi energy, ringing in the spirit of fun, spontaneity, and joy to life.
“Today’s consumers don’t just want to watch; they want to participate, express themselves, and feel a genuine sense of belonging to the experiences they engage with. At Mentos, we want innovation to go beyond what we create; we wanted it to be about how we connect. Through experiences like the Popstar Cam, we brought alive that spirit of self-expression and spontaneity that truly defines the new generation. The Enrique Iglesias concert was the perfect fit young, energetic, and full of feel-good moments, exactly what Mentos stands for. For us, this was about bringing freshness to life in a way that’s real, notable, and made for today’s world,” said Gunjan Khetan, Director Marketing, Perfetti Van Melle India.
The one-of-a-kind Mentos Popstar Cam had audience completely hooked, making it one of the most engaging highlights of the evening. Whether it was breaking into an impromptu dance, striking a dramatic pose, or belting out their favorite tune, the experience sparked genuine excitement. With music in the background and surrounded by a spectacular ambience, audiences at the MMRDA grounds even witnessed a surprise proposal that was captured live on the Popstar Cam. This added a refreshing twist to an already memorable evening.
Brand Mentos’ Ice Tunnel installation also made its way to the Enrique Iglesias concert in Mumbai. Designed as a multi-sensory “cool zone,” the Ice Tunnel offered fans a chill escape wrapped in Mentos’ vibe, that created many Insta-worthy moments. This was a throwback to when Mentos’ Ice Tunnel was installed at Social Nation 2025, a first of its kind an immersive, sensory walkthrough that had become one of the festival’s most shared experiences.
With Mentos, the concert became more than just about the music, it became about the audience. The brand’s signature blend of freshness and fun took center stage, perfectly complementing the high-energy atmosphere of the Enrique Iglesias concert.