MxMIndia

Tag: Mandar Keskar

  • 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!”

     

  • 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”

     

  • The campaign launch will be supported by TV, digital, modern trade and on ground activations

    Alpenliebe unveils new campaign for Juzt Jelly Fruity Bears

    By A Correspondent

     

    Alpenliebe Juzt Jelly has rolled out an innovation to delight the Indian consumers –unique ‘Bear’ shape Jelly with 25 per cent fruit pulp. Added with sugar sanding on top, the product has differentiated mouthfeel making it appetizing for the consumer.

     

    As a category leader, brand defines aggressive category expansion as the key task for 2016, which will bring new consumers into the category. This is where new Alpenliebe Juzt Jelly Fruity Bears comes into play. This product offers truly distinct experience to consumers. And as a result Fruity Bears will also have potential to appropriate newer consumption occasions. Also at Rs.10 & 25 price points, this format serves the task of expanding jelly category into higher price points (currently category derives majority sales from Re. 1 price point).

     

    Commenting on launch, Mandar Keskar, Category Head, Perfetti Van Melle India said, “We are happy to bring in truly distinct experience to our consumers. Endeavor is to make the proposition playful and it reflects in all aspects including packaging & the communication developed to support the launch.”

     

    On communication development, Kapil Batra, ECD, Mccann India mentioned, “Brief was to bring bears alive and I think we have delivered well on it. These characters are very adorable and we hope consumers love them just like we do.”

     

    The campaign launch will be supported by TV, digital, modern trade and on ground activations.