MxMIndia

Category: PRODUCTS

  • Safewash by Wipro Consumer Care has launched its new TVC and digital campaign for fashionable winter wear with #FlauntKarBefikar

    Safewash ropes in RituBeri for latest campaign on winter wear

    By A Correspondent

     

    Safewash, the liquid detergent brand from Wipro Consumer Care, is turning up the style quotient of winter garments with its latest TVC and digital campaign. The brand promises users the right kind of expert care their woolies deserve.

     

    The ad features renowned fashion designer, RituBeri, who is seen conducting rehearsals for a fashion show. During the routine, one of the models accidentally spills a drink on another model’s sweater. While everyone looks nervous, RituBeri steps in with her “Safewash se hoga” attitude to pacify her team. Finally, models are seen adorning radiant and shiny range of sweaters on the ramp and receiving a roaring applause.

     

    The digital efforts of the brand consistently focus on showing-off fashionable winter wear, even after repeated washes. Hence, the communication and conversations were centered on the plank of Flaunt. Safewash. Repeat. The digital campaign of the brand is driven by the agency Experience Commerce.

     

    “Efforts to influence consumers of fast moving goods on digital platforms is always a fascinating experience, given the dynamic and unpredictable nature of the audience. This campaign is a similar effort which is going to play with the concept of Flaunt. ‘Safewash’. Repeat. consistently with the target audience across digital platforms”, said SandipMaiti, CEO of Experience Commerce.

     

    The campaign involves engaging with fashion bloggers sharing their Vlogs and blogposts showing how to take care of winter wear with the hashtag #FlauntKarBefikar. With interesting content on the website and ongoing social media activities, the brand will continue to urge people to flaunt their winter style.

     

  • According to a recent study on one-upmanship in relationships, when a person begins to play with a mobile phone, their partner tend to spend even more time on his or hers

    Durex unveils the ‘Love Bug’ this Valentine’s Day

    By A Correspondent

     

    On occasion of Valentine’s Day, Durex takes on the bold move to ignite the passion among lovers with ‘Look Up For Love’. In an era where technology has become an addiction, where lovers are too immersed in their virtual world on mobile and miss their real love,Durex has come up with a new campaign that when utilised properly, technology can rekindle the romance.

     

    According to a recent study on one-upmanship in relationships, when a person begins to play with a mobile phone, their partner tend to spend even more time on his or hers. Where 71.4 per cent of people admitted using mobile phone very often and 61per cent agreed that their partner uses a mobile phone frequently, the figure shows how relationships are affected because of the technology and importance of creating a ‘technology-free’ zone with your loved one.

     

    The campaign aims to bring together couples who are estranged because of the frequent usage of technology and encourage them to have a more real conversation with each other. To enhance the relationship and build true connection, Durex has launched the Love Bug – A reminder for your partner that you want to be #TrulyConnected.

     

    Speaking about the new campaign, Rohit Jindal, Marketing Director – RB India said “The campaign is an attempt to inspire couples to ditch the technology, have a more real conversation and connect with each other this Valentine’s Day. We believe that key to a healthy relationship is staying engaged and appreciating every moment with each other.”

     

  • The film looks at Valentine's Day as not just an occasion to celebrate love between two spouses but as an occasion to celebrate love in all forms and relationships

    Tanishq redefines Valentine’s Day with #GiftFullOfLove

    By A Correspondent

     

    Tanishq, India’s leading jewelry retail brand is famous for its blend of traditional values coupled with a modern outlook in its product designs. While showcasing its unique offerings, the brand’s various campaigns have always provided a fresh perspective to ornament purchase.

     

    On the occasion of 2017 Valentine’s Day, Tanishq and 22feet Tribal Worldwide are back with a new film which beckons the viewers to give a #GiftFullOfLove to the person you love. Not because it’s a day to celebrate ‘love’, but because you love them. The film looks at Valentine’s Day as not just an occasion to celebrate love between two spouses but as an occasion to celebrate love in all forms and relationships. It explores various relationships a person has in their lifetime and how Valentine’s Day is a celebration of all of them. An older couple, a recently married couple, two sisters, father and daughter, all of them come together to celebrate this day of love with Tanishq- a Gift Full of Love.

     

    The background monologue states how love is not bound by age or marital status; that one can choose their own Valentine or be their own Valentine! The act of gifting should be filled with love irrespective of one’s choice. All this while cleverly showcasing Tanishq’s various branch outlets across the country.

     

    This film simply serves as an unusual take on one of the many simple truths of life and breaks the clutter for the brand. It has received an overwhelming response from the brand’s social followers, resulting in over 111K views and 337 shares on Facebook alone since the film’s release on February 08, 2017.

     

    Quoting on the film, Deepika Tiwari, Head of Marketing, Jewellery Division, Titan, said,”Valentine’s Day has a very clichéd interpretation in the minds of the people. Whereas it can be a day to be celebrated with anyone you love. And that’s exactly the manner in which Tanishq has looked at it. Including all the possible relationships that can be your Valentine.”

     

    Added Ramraaj Raghunathan, Business Development Lead, 22feet Tribal Worldwide, “Tanishq has always been passionate about exploring and celebrating the bonds that connect people. Our products symbolize love, trust and commitment. Though this web film on Valentine’s Day, we hope to encapsulate love in all its forms and celebrate it with all of customers.”

     

    Agency credits

    Client: Tanishq

    Agency: 22feet Tribal Worldwide

    Client Team: Deepika Tiwari, Gaurav Midha

    Creative Team: Shraddha Sinha, Hari Chakyar

    Account Management: Apala Roy, Swathy Reddy

    Production House: QED Films

     

  • Benetton is executing key elements of its global sustainability roadmap, the Women Empowerment Program

    Benetton continues commitment to celebrate equality and love via latest campaign

    By A Correspondent

     

    Reaffirming its commitment to address gender inequalities and women empowerment, United Colors of Benetton launched its new campaign- #UnitedByHalf in Mumbai with Kalki Koechelin recently. Benetton introduced #UnitedByHalf with an inspiring and engaging talk  held in Mumbai, led by the talented actor and a strong believer of women empowerment held Kalki Koechelin who was joined by women personalities Gul Panag and Meghana Bhat along with Purab Kohli and Sundeep Chugh. Promoting gender equality and women’s safety as the priority for India, Benetton is executing key elements of its global sustainability roadmap, the Women Empowerment Program, a long-term Benetton Group sustainability program aimed at supporting the empowerment of women worldwide.

     

    #UnitedByHalf is a comprehensive campaign launched on Valentines Day to start a movement of men acknowledging and celebrating women as equal partners. The objective of this campaign is to highlight the need for genuine equality for women with their partners that do not restrict them through taboos defined by society. #UnitedByHalf aims to reach out to women and men from modern families to stand up against stereotypes and take a pledge to claim and give their beloved their deserving share in a relationship.

     

    Speaking about the campaign, Sundeep Chugh, CEO Benetton India Pvt. Ltd, said: “Women’s safety and gender equality are issues very close to our hearts and we promote them through the Benetton Women Empowerment Program, a long-term initiative to support women’s rights worldwide. We believe women in India are still struggling to claim their equal rights. In the plan of happiness for a successful relationship, man and woman play equally powerful and important roles. The #UnitedByHalf campaign is our way of changing the mind set of society and celebrate women as equal partners, and actively stand for her right to an equal life. Women from all classes and societies would be able to relate to it as this is about inspiring women to question the limits they have been conditioned into accepting and challenge status quo. It is time to unite with love and equality!”

     

    Speaking on the day of the launch, Kalki Koechelin, says, “Violence and discrimination against women is an evil present in our society. We as a society need to understand the significance of empowering women and providing them with rights to education, safety and equality. Benetton’s #UnitedByHalf campaign echoes my sentiments towards the matter that I have always been very strongly standing up for. I am delighted to be associated with this initiative by the brand and feel that it is about time we as a nation stand up against shameless inequality and demand our most deserving share of equal half!”

     

    As an initiative to empower young girls through quality education so that they grow into independent and self-reliant young women, Benetton has associated with Project NANHI KALI, an initiative that supports the education of underprivileged girls. It currently supports the education of over 115,000 underprivileged girl children across India. It is jointly managed by the renowned K.C. Mahindra Education Trust and Naandi Foundation. As a part of this program, Benetton shall render academic support in the form of before or after school classes where trained tutors will facilitate concept based learning through a specially developed pedagogy; material support- where each girl child will receive a kit comprising of a school bag, shoes, socks, stationery, undergarments, hygiene material and other essentials that help a girl go to school with dignity.; and social support where the team will work closely with the families of the girls and the community at large to sensitize them towards girl child education. The association supports Benetton India’s CSR initiative of Women’s Empowerment (WE Program) in the country and addresses the key priorities of the WE Program.

     

    The #UnitedByHalf campaign echoes Benetton’s commitment to India as a strategically important market. With the successful initiative of #UnitedbyDonts last year, that aimed to break stereotypes regarding women’s safety and well-being in India; Benetton has been constantly taking initiatives to work towards the five key priorities for gender equality: Sustainable livelihood, Non-discrimination and equal opportunities, Quality education, Access to healthcare and Combating violence, and them.

     

  • Leo Burnett's new campaign for McDonald's breaks out of the TVC format as they launch the Junior version of their iconic burger, the Maharaja Mac

    McDonald’s unveils Junior Maharaja Mac with an unconventional campaign

    By A Correspondent

     

    McDonald’s India is bringing in a brand new attraction to its menu. For the first time, the Junior Maharaja Mac – a mini version of its famous Maharaja Mac, makes its debut across McDonald’s restaurants in the West and South of India.

     

    McDonald’s has always been about celebrating the everyday moments over delicious food. With the Junior Maharaja Mac innovation, the brand now ensures that people can enjoy these everyday moments even with the taste of a Maharaja Mac, as a value meal offering.

     

    With a focus on providing taste and quality in a value format, the Junior Maharaja Mac has been introduced as a limited time offer on McDonald’s menu. The Veg Maharaja Mac Junior is prepared in a rich and crusty cheesy corn patty, served with a vegetable-cocktail sauce and consists of premium ingredients such as jalapeño slices, red onion slices, cheddar cheese slice & fresh crispy iceberg lettuce.

     

    The Chicken Junior Maharaja Mac patty is flame-grilled and consists of whole meat sourced from the leg, breast and thigh of the chicken. The delicious patties are served in a bun, topped with sesame seeds, fresh salad dressed with Habanero sauce. The Junior Maharaja Mac-Veg is priced at Rs 95 and Junior Maharaja Mac-Chicken is priced at Rs 99.

     

    To launch the Junior Maharaja Mac, McDonald’s has unveiled a new integrated campaign conceptualised by Leo Burnett Mumbai, in partnership with their Chicago office.The new series is a fun mix of everyday life’s moments and viral social media trends, to tell you that whether you’re celebrating a big moment or a small one, McDonald’s has got the perfect Maharaja Mac for you.

     

  • The campaign promotes the brand new concept of gifting lingerie to your besties

    amante redefines the art of gifting with their #GiftLingerie campaign

    By A Correspondent

     

    amanté, the premium lingerie brand launched its #GiftLingerie campaign.The campaign celebrates a unique and unabashed relationship that women share as friends with each other today. amanté is breaking the status quo and introduces women to the concept of gifting lingerie to their best friend. The insight is based on a recent survey that women perceive lingerie as personal and intimate, making it a unique gifting option for the person they share life’s best moments with – ones’ best friend.

     

    To bring alive the spirit of the idea, the campaign film portrays best friends who share a memorable lingerie gifting experience. The campaign celebrates confident, vibrant, everyday women and their attitude, aspirations and emotions, which make them multi-faceted, and unique.

     

    The best part about choosing to #GiftLingerie is that it doesn’t restrict itself to an occasion. The campaign also aims at paving the way for self-love- gifting to oneself, a philosophy that the brand strongly believes in. “When you’re partnering a brand whose tagline reads “Dare to Be”, a bold idea like this isn’t really an option”, say Neel &Vinod, the Executive Creative Directors at Leo Burnett Orchard, Bengaluru.

     

    “It’s always exciting to tap into a consumer trend and build brand relevance around it. Girlfriends have never been openly celebrated for how much fun and lack of inhibition they bring into each other’s lives as they are today. The brand takes this insight and weaves a story while creating a never before opportunity that’ll make you see intimate as well as fun gifting in a completely new light”, says Ganga Ganapathi, VP & Branch Head, Leo Burnett Orchard, Bengaluru.

     

    “We believe that the new brand campaign will definitely keep people intrigued, excited, informed and involved. amanté was built on an ethos of doing things differently, of challenging the norm and because of this we’ve had many firsts including being the first to introduce the lingerie gifting experience”, says Smita Murarka, Head, Marketing , MAS Brands-India

     

    “We want to reach out to a larger number of consumers in the country and spread awareness of the brand via the campaign”, she adds.

     

  • Positioned as 'Love's Little Helper', in this campaign ALPINO will help lovers to say it just right and add the magic of expressing personal emotions, as writer Anuja will carefully craft love notes

    Writer Anuja Chauhan associates with Nestle ALPINO for Valentine’s Day

    By A Correspondent

     

    Nestlé ALPINO is set to celebrate lovewith popular rom-com writer Anuja Chauhan for an exciting Valentine’s Day activity titled ALPINO Love Notes with Anuja Chauhan.

     

    Positioned as‘Love’s Little Helper’, in this campaign ALPINO will help lovers to say it just right and add the magic of expressing personal emotions, as writer Anuja will carefully craft love notes.These notes will be wrapped around special packs of Nestlé ALPINO and will also be available online for people to share.The campaign will be launched on Facebook with the release of a short digital video featuring Anuja Chauhan along with a compilation of all these special love notes.  Later, ‘Love Notes’will be launched online in the form of an e-book.

     

    Commenting on the activity, Nikhil Chand, General Manager, Chocolate& Confectionery, Nestlé India, says, “As a brand, ALPINO has always lived up to its message of ‘To love is to share’, personalising this at every consumer touch point. This Valentine’s Day,ALPINO expresses many dimensions of love in a personal way. The tie-up with Anuja Chauhan with specially written love notes for Valentine’s day is a category first.”

     

    The on-ground leg to the activation brings to life the joy of expression through personalized calligraphic cards being printed in stores with a personalized message of love. This will be given with every pack of ALPINO. This promotional activity is driving engagement in Delhi/NCR, Mumbai and Bangalore by partnering with Moreretail chain.

     

  • Tata Tea is encouraging 'Preactivism', a behavior of timely activism which happens before, to prevent unfortunate things

    Tata Tea’s new JaagoRe campaign urges India to pre-act, not react

    By A Correspondent

     

    Tata Tea brand is back again with its iconic Jaago Re campaign – Jaago Re Version 2.0.The new campaign ‘Alarm Bajne se Pehle Jaago Re’ is urging people to stop reacting after tragedies hitand instead start ‘Pre-acting’, and prevent these issues from happening. Tata Tea is encouraging ‘Preactivism’, a behavior of timely activism which happens before, to prevent unfortunate things.

     

    The film brings alive the need for ‘Preactivism’ in a hard-hitting, pertinent manner. The female protagonist drives this conversation with a compelling storyline that showcases the current reactive nature of people – rallying for an issue once it has happened or taking to on-ground and social media after something bad has happened. Why do we get comfortable with reacting and not pre-acting on issues?

     

    The Jaago Re 2.0 ad film highlights how we, as a country, need to change our behavior towards social issues. We are living in a time where people gather in huge numbers on-ground and online when outraged by an incident. However, to push our consciousness further, we need to create a new behavior within activism. We need to ignite the spirit of prevention so that our society can evolve into a new reality; where it takes measures to intercept warning signs and prevent disasters. We need to wake up before the ring of the alarm – Alarm Bajne Se Pehle Jaago Re!

     

    Overall, the Jaago Re 2.0 campaign will draw attention to the need to pre-act. This campaign is not about the issues. Issues are only familiar examples; this campaign is focused onlanding the thought of ‘Preactivism’ and facilitating a change in current behavior. The campaign will have multiple phases with the current phase focusing on seeding this new thought and making ‘Preactivism’ a mainstream conversation. In the subsequent phases, Tata Tea will continue to drive ‘Preactivism’ through on-ground initiatives, walking-the-talk as a brand that is rallying for change.

     

    The first edition of the Jaago Re campaign focused on various topics ranging from corruption and bribery to voting and women empowerment. Over the years, the campaigns have been instrumental in igniting a social revolution of sorts by provoking an entire generation of Indians to wake up to socio-cultural issues affecting them. Jaago Re campaigns have always questioned people’s apathy towards social issues.

     

    Commenting on the new Jaago Re campaign, Sushant Dash, Regional President – India, Tata Global Beverages, said, “Jaago Re has been a path breaker in many ways. It set the way for brands embracing social change as part of their DNA. However, over the years, as with any innovation or new thinking, the space has become crowded. Hence, we needed to break the mould again and showcase our thought leadership. So we went back to the consumer, to the youth. We realised Jaago Re has helped move the needle. From complete apathy, as a nation we have become reactive. However, the need now was to move from being reactive to instilling a sense of ‘Preactivism’ in people. We wanted to create a new paradigm shift that would be relevant to people of all age groups and demographics, to continue this journey of social change in India. ‘Preactivism’ is a new dimension – not reflecting on culture but creating one. This is hopefully the start to another new wave of social uprising that India will see.”

     

  • The TVC urges the consumer to keep fresh breath handy with "Taazi saans, hamesha rakho paas"

    Center Fresh takes brand proposition further in latest campaign

    By A Correspondent

     

    Center Fresh, Perfetti Van Melle India’s flagship chewing gum brand, started the journey to establish fresh breath platform in 2015, with the introduction of an improved product and a communication campaign with a new tag line ‘Chali Hawaa Mastaani’.

     

    To further establish the fresh, cool breath benefit, PVM India and Ogilvy have together developed a new campaign for the brand. The campaign builds on a key consumer insight that people often come across unexpected interactions with others which call for a conversation. Handling the same in a confident manner is crucial for making those interactions work. And it is such moments wherein being fresh breath ready will surely come in handy.

     

    The new commercial tells a sweet and enjoyable, everyday story of a young boy, who has an unexpected visitor at the door, a beautiful girl. The girl at the door is looking for someone, who unfortunately doesn’t live there. But the guy decides to tell her so only when he is sure that he is ready to answer in the best possible way – with a mesmerising fresh breath, courtesy Center fresh. The TVC urges the consumer to keep fresh breath handy with “Taazi saans, hamesha rakho paas”.

     

    The new campaign is on air from 14th February 2017 and will air across all major national and regional channels as well as on digital media.

     

    Commenting on the campaign, Anurag Agnihotri, ECD, Ogilvy, Mumbai, said, “The new campaign builds on the platform of ‘Chali hawaa mastaani’ to create a brand story that is not just entertaining, but also delivers the product benefit in a relatable manner.”

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director, Perfetti Van Melle India says “In our consumer interactions with youth, we come across multiple instances of consumers citing the need for being fresh breath ready, anytime & anywhere, as a key to be confident in the interaction. We are confident this relatable new campaign will be enjoyed by the consumers.”

     

  • The campaign established an emotional connect with consumers, and reinforced the brand's key motto 'Fashion for the entire family at great prices'

    MAX Fashion delights customers with their ‘Endless Ways’ campaign

    By A Correspondent

     

    Max Fashion recently executed an innovative and catchy campaign to promote the many options available across their stores. The Endless Ways campaign kicked off with the very first TVC campaign for Max followed by integrations across print, digital, TV and radio. The campaign established an emotional connect with consumers, and reinforced the brand’s key motto ‘Fashion for the entire family at great prices’.

     

    The objective of the campaign was to promote the fact that Max offers 3000 styles under Rs.599, giving customers endless options for purchase, whatever are their reasons, whether gifting, occasions, or just updating their wardrobe. To further capture attention, Max created various situations which could be resolved through a purchase made at Max – this created a fun element to the whole campaign and had people actively participating on ground in malls, on the radio and online platforms,all driving footfalls into the stores.

     

    Following the route of bringing alive the #EndlessWays theme across all customer touch points, below are some campaign highlights:

     

    TV Campaign- Phased TV campaigns targeting South and North markets, covering GEC, Movies, Kids, Infotainment, Music, etc.

    • Phase 1 reached out to 31 channels in the South
    • Phase 2 reached out to 19 channels in the North and 6 channels in Kerala

     

    TV Integrations -Progressive thematic programs identified channel wise across the South, with #EndlessWays integrated in popular TV serials in Kannada, Tamil and Telugu

     

    Radio Spots – Thematic spots to establish and extend the #EndlessWays concept. The campaign had a listenership of over 3.6 million in these markets (18-34 MF NCCS AB from TGI 2016)

     

    Radio Innovations – Live calls with RJs to build interactive content that would engage passive listeners, through the Damage Control Helpline, manned by the host RJ helping callers out of their sticky situations

     

    On Ground – Stylish brochure highlighting endless looks from the season, Engagement Game Zones in malls, featuring a life size game board where customers could participate and win prizes

     

    Visual Merchandising – Interactive window with conversation blurbs and emojis;live models carrying situational dialogue blurbs walking around malls and doing freeze formations

     

    Print – Ads with #EndlessWays integrated in top regional and English publications in top 7 markets to coincide with the peak of on ground activities

     

    Digital – Reach strategy on Facebook & YouTube

    • Google display banners on popular websites
    • Content strategy – POP XO & Influencers

     

    Highlight of the digital campaign – Collaboration with Terribly Tiny Tales to increase brand conversations through user generated content – people were invited to write their own stories integrating #EndlessWaysand post on Facebook, Twitter and Instagram. Engagement levels were very high with close to 10,000 likes each on Facebook and Twitter and around 148,000 likes on Instagram.

     

    The campaign received enormous response from customers and showed the following results:

    • Footfall growth increase to 73 lakhs, as compared to 51 lakhs
    • Increased sales growth to 12.77 per cent compared to 8.3 per cent,over a 42 day festive period
    • 57 per cent growth in lapse customer win-back, over a 42 day festive period
    • 44 per cent new customer enrolments
  • The launch campaign was designed around Tetley Super Green Tea's brand messaging targeting Everyday Superhumans

    Jossbox holds contest Tetley Super Green Tea contest

    By A Correspondent

     

    Jossbox, a leading digital media and content agency showcased their innovative idea through a recent Zumba event which broke the Guinness World Record for most number of people wearing capes during Boomerang, a Zumba concert specially conceptualized for the launch of Tetley Super Green Tea by Tata Global Beverages. The launch campaign was designed around Tetley Super Green Tea’s brand messaging targeting Everyday Superhumans – keeping this in mind, the launch played on the Super Green Tea campaign that sees brand ambassador, cricketer Saurav Ganguly wearing a cape in a bid to bring out his everyday superhuman.

     

    The aim was to execute a high energy, memorable event that drove home the dual messaging of green tea’s association with health and fitness while also highlighting the brand campaign which invites people to bring out their inner superhumans in any way they can.

     

    The concert was led by Shwethambari Shetty, India’s foremost Zumba expert and the co-founder of Tribe Fitness. The on-ground event will also be amplified through digital content pieces executed by Jossbox.

     

    Omer Basith

    Talking about the association, Omer Basith – Director, Jossbox said, “We are thrilled to introduce this unique campaign – Everyday Superhumans for Tata Super Green Tea.  The campaign is bold and allowed us to strongly engage with potential consumers in a fun and collaborative way instead of going the route of standard, vanilla FMCG product launches. We needed a connect to Super green Tea and the TG via something they identify with and hence the idea for a Zumba concert. The idea of having everyone wear capes comes from that of superhumans, and we wanted this to be a visual spectacle in order to drive home engagement and brand recall – Tata Global Beverages Limited was game to try something unconventional, so it was a win-win for all!”

     

    Rishi Chadha, Head – Tea Marketing, Tata Global Beverages said, “At Tata Global Beverages, the consumer is at the heart of everything we do and Tetley Super Green stands true to this testament.  With the range of Tetley Super Green Teas, we are giving people added benefits in their cup of green tea – making it truly super. In today’s world, people are constantly faced with Super Human expectations and could use a boost to live up to it all. This new offering celebrates the spirit of Everyday Super Humans and today’s GUINNESS WORLD RECORDS® achievement is only the beginning of this product’s journey in India. We were very happy to partner with Jossbox on this record breaking event.”

     

  • Alpenliebe has been built as a family brand and encourages consumers to celebrate these small joys of life with the candy they love

    Alpenliebe Gold celebrates joyful moments in latest brand campaign

    By A Correspondent

     

    Alpenliebe Gold, the candy brand of Perfetti Van Melle India has launched a 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”