Alpenliebe Gold, the flagship candy brand of Perfetti Van Melle India has launched a heart-warming new communication campaign – chhoti chhoti khushiyon ke liye .The new campaign is based on the insight that within families there are always small moments of joy in everyday life, and celebrating these moments not only enhances the joy, but also helps deepen bonds. Alpenliebe has been built as a family brand and encourages consumers to celebrate these small joys of life with the candy they love.
The commercial opens with two brothers playing cricket with their grandfather sitting nearby. One of the brother hits a shot that breaks the TV antenna. Fear grips the two brothers as their father angrily storms outside to investigate why his TV feed has been interrupted. But the kids are saved by the sudden appearance of a monkey, causing the father to mistakenly blame the monkey and not his bat wielding kids. This unexpected relief calls for a celebration amongst the kids and their granddad. And how better to celebrate than with Alpenliebe?
The new campaign will be supported on television and digital platform.
Commenting on the campaign, Mandar Keskar, Associate Category Director, Perfetti Van Melle India, said “The new campaign is based on a strong and relevant insight. Brand Alpenliebe has a strong right to play in this space – delicious little treat, universally affordable and loved.”
Kapil Batra, Executive Creative Director of McCann Worldgroup India added, “Once we zeroed in on the space the challenge was to create an engaging story that not only brings this thought alive but also connects with kids. I am confident this communication achieves the objective.”
Perfetti Van Melle, India:
Rohit Kapoor – Director Marketing
Mandar Keskar – Associate Category Director
Ritesh Sud – Group Product Manager
Varun Gattani – Product Manager
Creative Agency: McCann India
Prasoon Joshi, CEO and Chairman (Asia Pacific)
Kapil Batra, Executive Creative Director
Utsav Khare, Creative Director
Nutan Sooda, General Manager
Ashlesha Shukla, Sr Brand Leader
Achal Kaushik, Sr.Project Manager
Production House – QED Films
Director – Dadu