MxMIndia

Tag: Alpenliebe

  • Perfetti Van Melle India’s credo is to spread smiles and laughter. And of course to sell its products

    Stay optimistic, is Perfetti’s message

    By A Correspondent

     

    Now Perfetti wanted to leave people with a simple message of hope i.e. if one can find their smile, one can find their way through these challenging times.

     

    So out came a film conceptualised by Perfetti Van Melle and Ogilvy which closes with the message: “We will smile again”.

     

    Said Rohit Kapoor, Director Marketing (India), Perfetti Van Melle: We want to leave the viewers with a simple message of hope, i.e., if we can find our smile, we can find our way through this tough period. And like the girl, who returns to her usual joyful state, we believe the world will also find its laughter once again.  The Alpenliebe in the little girl’s hand, is symbolic to Perfetti India, a sweet candy that can quickly lighten up a child’s face.

     

    Added Anurag Agnihotri, Managing Partner-Creative, Ogilvy Mumbai: “The brand wanted to do a message of hope in the context of what we all are facing right now. Because this message was coming from a confectionery brand, we took care that the ad must belong to the category in an authentic manner. A kid is so happy to see a candy and we sort of used that as a metaphor to say we all will smile again. We devised the element of magic, in a fairy tale way, where candy is just a symbol of brightness and magic. We brought in magic dust etc in terms of execution. There is so much uncertainty and we must tell each other to keep faith and that everything will be fine again.”

     

     

  • A key aspect of Alpenliebe Juzt Jelly products is the promise of 25 per cent fruit pulp content

    Alpenliebe Juzt Jelly brings in another innovation

    By A Correspondent

     

    There is new advertising from the McCann Worldwide stable for Perfetti Van Melle India for Alpenliebe Juzt Jelly brand which has launched Jelly Bottles in cola and mango flavours.

     

    The key advertising task was to communicate the new bottles made with 25per cent fruit pulp and the campaign delivers well on it. The commercial starts with a kid asking his mother for a bottle to light a rocket. To his surprise, the mother offers him a Juzt Jelly Bottle, confidently asserting that it can also make a rocket fly. The kid is left perplexed and what follows is a tale of extremely engaging visuals of human rockets.

     

    Commenting on the launch, Mandar Keskar, Associate Category Director, Perfetti Van Melle India said: “PVMI is the first to bring jellies in exciting bear and bottle shapes to the Indian market. These products add a new dimension to jellies category and have helped expand market aggressively. We are sure that new Alpenliebe Juzt Jelly Bottles will be loved by the consumers as much as the Fruity Bears.”

     

    On the communication, Kapil Batra, ECD, McCann India said: “The challenge was to make the bottle shape the hero, while keeping the irresistible proposition of Juzt Jelly intact. With this copy, I think we have done that quite well. It’s fun, its clutter-breaking and I’m sure kids are going to love this as much as the Juzt Jelly Bottles!”

     

  • Perfetti Van Melle India has launched a new TVC positioning its lollipop product, Alpenliebe Pop, as 'Anti-Boring' devices

    Ogilvy’s ‘anti-boring’ TVC for Alpenliebe Pop

    By A Correspondent

     

    Leading confectionary player Perfetti Van Melle India (PVMI) has made yet another attempt to offer clutter-breaking advertising for its products.

     

    PVMI has launched a new TVC positioning its lollipop product, Alpenliebe Pop, as ‘Anti-Boring’ devices. The insight behind the ad stems from the fact that subjects like history and science are fascinating – but only to historians and scientists and not to the poor students who are forced to study them for their examinations. In the tongue-in-cheek ad film, Archimedes comes to life and offers the student an Alpenliebe Pop to deal with the boredom.

     

    Commenting on the launch, Nikhil Sharma, Director-Marketing, Perfetti Van Melle India said “In many markets across the world Lollipops have a significant consumption amongst youth while in India it is dominated by Kids. Seeing this as an opportunity, the challenge for us as leaders is to not only increase consumption among current users but also convert non users to users. This communication is hence targeted specifically at the youth and is based on an insight that they can easily relate to”

     

    Said Anurag Agnihotri, GCD, Ogilvy & Mather, the creative agency that handles the brand, “We borrowed the insight behind the ads from life. Every youngster, at some point or the other, grows bored of studying and says or at least thinks that if only he could get hold of the mathematicians, scientists etc. who formulated such complex equations, he would give them a piece of his mind.”

     

  • In this TV commercial, Scrat, who is one of most loved characters from the franchise, has turned this attention towards his favourite Alpenliebe

    Alpenliebe re-creates irresistibility in Ice Age 4

    By A Correspondent

     

    Perfetti van Melle India, the market leader in confectionery, has partnered with Fox Studios for the latest marketing campaign for Alpenliebe. The creative for the campaign is set in Ice Age, the internationally successful franchise from Fox, with the release of its latest installment – Ice Age 4: Continental Drift.

     

    The campaign aims to bring alive the “irresistibility” positioning of Alpenliebe. In this TV commercial, Scrat, who is one of most loved characters from the franchise, has turned this attention towards his favourite Alpenliebe. But his greed for Alpenliebe cascades into a hilarious chain of events.

     

    The campaign will surely surprise and entertain consumers and create an excitement around the brand. This campaign can be seen on all leading kids’ channels and on Youtube and Facebook.

     

    Commenting on the initiative, Nikhil Sharma, Director Marketing Perfetti van Melle India, said: “The objective of this campaign was both to bring alive the brand proposition and to entertain our consumers. Thanks to the support we received from Fox Studios, we have been able to produce a TVC that delivers very well on both counts.”

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=-Wcl2zVWQ14[/youtube]He added: “Scrat’s tireless chase of an acorn is a well established and entertaining part of the Ice Age story and the whole piece fit very beautifully to highlight the ‘irresistibility’ of Alpenliebe – something which is very rarely the case in such associations.”

     

    Vijay Singh, CEO, Fox Star Studios India said: “Ice Age is the most successful animated franchise in India, and highly beloved amongst children and families; we are really pleased on the association between Ice Age 4: Continental Drift and Perfetti van Melle. The Indian team is very passionate and creative. The idea has been seamlessly depicted in the TVC, from the perspective of both Alpenliebe and Ice Age franchise.”

     

  • This is the first instance of a celebrity endorsement in the eclairs category and also Ms Kapoor's first brand endorsement in the confectionary category

    Perfetti signs on Kareena Kapoor as brand ambassador for Alpenliebe 2 Choco Eclairs

    By A Correspondent

     

    Perfetti Van Melle India (PVMI), the leading confectionery giant, has signed on Kareena Kapoor as brand ambassador for its all new Alpenliebe 2 Choco Eclairs brand. Ms Kapoor will feature in the launch TVC of Alpenliebe 2 Choco Eclairs and also in all mobile and internet campaigns of the brand. This is the first instance of a celebrity endorsement in the eclairs category and also Ms Kapoor’s first brand endorsement in the confectionary category.

     

    Commenting on Ms Kapoor’s association with the brand, Mr. Nikhil Sharma, Director Marketing, Perfetti Van Melle India , said: “Today’s youth immediately identify Kareena Kapoor as a style icon who has established herself through her work in Bollywood. When it came to selecting the right brand ambassador for Alpenlibe 2 Choco Eclairs, Kareena was a unanimous choice. She is an irresistible mix of beauty, elegance and style. She fits perfectly with our product which promises consumers a great indulgent experience.”

     

    Commenting on her endorsement, Kareena Kapoor said: “I am very proud to be associated with PVMI, which is one of India ‘s leading FMCG companies, known for their innovative products and creative advertising. Alpenliebe is one of India ‘s most loved brands and this innovative product under Alpenliebe has given me the opportunity to work on an exciting new campaign.”

     

    The brief to McCann Erickson, PVMI’s partner creative agency was to create a clutter breaking TVC which stays true to the product promise of a rich, magical and indulgent experience. The new TVC conceptualized by Mr. Prasoon Joshi, Executive Chairman and CEO, McCann Erickson Worldwide India , was made with an objective of introducing viewers to a magical world where a princess gets swept off her feet by the most unlikely of characters. Commenting on the script, Mr Joshi said: “We wanted to use Kareena in a unique way and we were happy to stumble upon an idea which has immense charm and I am sure will be loved by the consumers.”

     

    The TVC shot by ad film maker, Ravi Udyawar, involved a shoot at Mumbai’s Reliance studios followed by a complex post production process at animation studios inPolandandBlack Magic,Singapore. “This TVC has been one of my most challenging assignments. We shot live with Kareena and an actor, together to get the interaction and dance movements correct, we then replaced the actor with the bear, which was created on CGI. Getting the dance sequence between Kareena and the Bear required complex animation techniques. The facial expressions were motion captured and applied on to CG bear to look more authentic. The toughest part was creating the bear which is very difficult due to its fur body. Shooting with Kareena was a great experience, due to her understanding of the idea, flawless acting and timing. The music composed by Mikey McCleary adds great value and fits in perfectly with the overall look of the film while staying true to the naughty mood of the original song,” said Ravi Udyawar.

     

    Perfetti Van Melle India Pvt. Ltd. (PVMI) is a name to reckon with in the India n confectionery industry and is a renowned manufacturer, distributor and marketer of several high quality products. With close to a 30 per cent market share, it is one of the leading players in the organized confectionery business in India today. The company, at present, has a diverse portfolio of brands across segments which it sells through various retail channels across the country. As a marketer, PVMI has always been known for its iconic, interesting and entertaining advertising.