MUMBAI: Cartoon Network and Mentos, the popular confectionery brand, have jointly launched an Energy Saving Campaign around World Environment Day that falls on 5 June.

Announcing it as ‘Lights Out Day‘ the campaign titled Dimag ki Batti Jalao…Aur Ghar Ki Batti Bhujao (Switch on your brain and switch off your lights) uses the Mentos tagline to good effect and urges kids to switch off lights from 7-8 pm and make a direct contribution to save energy. Building awareness and buzz for ‘Lights Out Day,‘ the campaign is being hugely promoted on-air and across online platforms. With an aim to persuade kids and parents to act upon energy conservation, Cartoon Network and Mentos rolled out a unique initiative on television as well as on www.cartoonnetworkindia.com and encouraged kids to think smart and submit energy saving ideas. The smartest ideas will be rewarded Sony Play Stations and 50 runners-up will be receiving Samsung MP3 players.Turner International India Private Limited (TIIPL) Entertainment Networks, South Asia, VP and DGM Monica Tata said, "What better way to ask the future of our country to contribute to saving our environment than to get them into real action! As responsible corporate citizens, we take pride in driving initiatives such as ‘Lights Day Out‘ and encourage kids to think Green. Not only did we receive a fantastic response, more importantly the novelty of the energy saving ideas was commendable."

Mentos Brand Manager Raghunandan S said, "The adage ‘Catch them young‘ rings so true for being smart in using our environment! Mentos, today, is synonymous with ‘smart ideas‘ so much so that the brand‘s tagline Dimag ki Batti Jala De has become part of common lingo. The Lights Out Day initiative aims to associate kids and parents with energy conservation in a ‘Mentos way‘ by soliciting smart ideas for saving energy."