Alpenliebe To Bring Hearts Closer
by Shrutee K/DNS
New Delhi, 05 July, 2018: Alpenliebe, the flagship candy brand of Perfetti Van Melle India, has launched a new campaign: ‘Alpenliebe Ghuley toh Dil Milein’. The TVC is centered around the sweet, rich taste of Alpenliebe and is the result of a comprehensive consumer demand space mapping. Over the years, Alpenliebe has found its space in the Indian family set up. In India joint families are still popular and research showed that the inevitable tiffs between generations are still commonplace. The story was thus based on the insight that making the first move to apologize is still the biggest barrier to get family members talking again.
The commercial revolves around a little girl who, irked by the tension between her father and grandfather, uses her grandfather’s love for Alpenliebe to bring the duo closer. Using the candy as a bait, she lures the old man into walking up to the chess table where the father-son would often play each other before the fight. As the grandfather relishes the candy by the chess table, she leads her father into believing something that’s completely the opposite of reality. The campaign also stars Boman Irani to improve campaigns memorability, sweet charm and reinforce the message that Alpenliebe candy is for a treat for kids and adults alike. Alpenliebe plays role of a catalyst for family bonding and positioned as a candy that “Brings Hearts Closer”.
Commenting on the campaign, Rohit Kapoor, Director Marketing, Perfetti Van Melle India, said “the new ad campaign is in a warm and comforting space. The emotional story very beautifully involves the 3 generations of the family members and conveys the core message powerfully that rich indulgent taste of Alpenliebe triggers resolution of small tension points in the family. The communication tone is very consistent with brand values built over the years and hopefully should connect well with the audience.”
Kapil Batra, Creative head, McCann Delhi added, “The task was to dramatize the indulging experience that comes with an Alpenliebe and make it equally relevant to adults as well. With this campaign, we have managed to do that in a fun, light-hearted way.”
Boman Irani commented “I love getting lost while eating an Alpenliebe candy. The story is light hearted yet has family values at the core of it” The new campaign will be aired across all mainstream TV channels and further amplified on digital medium.
Client and Agency Credits
Client: Perfetti Van Melle India
Rohit Kapoor – Director, Marketing
Mandar Keskar – Associate Category Director, Marketing
Ritesh Sud - Group Product Head, Marketing
Varun Gattani – Brand Manager, Marketing
Agency: McCANN, New Delhi
Kapil Batra - Creative Head, New Delhi
Creative Team: Utsav Khare, Gourav Verma
Planning: Jitender Dabas, Harshvardhan Sahni
Account Management: Nutan Sooda, Priyanka Walia, Richa Bhatia
Films: Jeet Kalra
Production House: Crazy Few Films
Director: Anupam Mishra
About Perfetti Van Melle India Pvt. Ltd.
Perfetti Van Melle India Pvt. Ltd. (PVMI) started operations in India in 1994, and is a renowned manufacturer, distributor and marketer of several high quality confectionery brands. Over the years the company has expanded its portfolio and distribution and has maintained its market leadership. The company at present has a diverse portfolio of brands across segments (i.e. candies, jellies, gums & chewies) which it sells through various channels across the country. As a marketer, PVMI has always been known for its iconic and entertaining advertising. PVMI is a fully owned subsidiary of the global confectionary conglomerate Perfetti Van Melle, headquartered in Amsterdam. http://www.perfettivanmelle.in