Mentos partnered with Calvin Harris for his recent India debut concert in Mumbai, turning the event into a large-scale fan engagement platform through on-ground activations.
Held at Infinity Bay, the concert drew around 30,000 attendees, with Mentos positioning itself at the centre of the fan experience.
The key activation at the event was the Mentos Popstar Cam, which captured crowd reactions and projected fans on the big screen during the concert. Fans featured on screen were celebrated as the 'real popstars' of the night, with the activation focusing on spontaneous dance moments and crowd energy.
Mentos also brought back its Mentos Ice Tunnel, a multi-sensory installation designed as a cooling zone for concertgoers. Positioned as a break from the Mumbai heat, the tunnel became one of the most photographed spaces at the venue.
The brand said the association with Harris’ India debut was aimed at strengthening its connect with younger consumers through music, culture and live experiences.
“Gen Z and young millennials don’t just attend concerts; they turn them into content, community, and culture. Live music is where energy comes alive in real time, and everyone wants to feel like they’re part of the moment. With Mentos, we’re showing up where culture is, creating fan-first experiences that go beyond the product. Harris’ India debut in Mumbai was the perfect stage to bring our ‘Mentos Zindagi’ vibe to life,” said Gunjan Khetan, Director – Marketing, Perfetti Van Melle India.
