MxMIndia

Tag: Perfetti Van Melle India

  • The pitch was for the entire portfolio of brands and involves only offline duties. The multi-agency pitch saw participation from other leading agencies

    Wavemaker India retains Perfetti

    By A Correspondent

     

    Wavemaker has announced the retention of media duties for Perfetti Van Melle India. Maxus (now part of Wavemaker) has been the agency on record and had first won the media mandate for Perfetti Van Melle India way back in 2006.

     

    Speaking on the successful retention of the business, Kartik Sharma, Managing Director – South Asia, Wavemaker said: “We are extremely delighted to continue our decade long partnership with Perfetti. It is a huge moment of pride as this is the first win for us as Wavemaker. We couldn’t have asked for a better start to this year.”

     

    Added Navin Khemka, Managing Partner, Wavemaker India: “Working with Perfetti, one of the largest confectionery manufacturers in the world, has been a great experience right from the start of this journey. We have together built iconic brands and continue to deliver unmatched media value for them.”

     

    Said Rohit Kapoor, Director – Marketing, Perfetti Van Melle India: “[The] Wavemaker (erstwhile Maxus) team has played a significant role in building our brands over the years. We are excited to share that our partnership with Wavemaker will continue after a comprehensive media agency validation process. Wavemaker has consistently demonstrated adequate capabilities to support us to achieve key business objectives, drive performance and innovation rigour.”

     

    The pitch was for the entire portfolio of brands and involves only offline duties. The multi-agency pitch saw participation from other leading agencies.

     

     

  • Center Shock will be available at Rs. 2 per gum in an attractive jar for high in shop visibility

    Perfetti Van Melle bring back Center Shock

    By A Correspondent

     

    Perfetti Van Melle India has announced the launch of Center Shock in the Indian market; a sour flavoured gum in line with the growing sour flavours trend worldwide.

     

    Commenting on the launch, Rohit Kapoor, Director – Marketing, Perfetti Van Melle India said:  “We have continuously been asked by consumers to bring Center Shock back on our Facebook and other social media handles. Given the amount of interest we see from consumer memory, and the fact that consumers are more accepting of sour flavours now, we have worked to get to launch Center Shock. It’s a joy to bring back a brand basis consumer demand. We will be supporting the launch on social media exclusively, with the same loved communication (designed by Ogilvy) as before. It will be available as a limited edition.”

     

  • 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 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.”

     

  • Gum brand returns with a new twist in the TVC

    Center Fruit lands its famous proposition in a jungle plot

    By A Correspondent

     

    Perfetti Van Melle has launched a new campaign for its gum brand Center fruit.

     

    Carrying forward the proposition promised by its tagline ‘KaisiJeebhlaplapayi’, the newest ad for Center Fruit from O&M Mumbai, is a story with a twist that unfolds in a thick jungle. Its quirky plot coupled with an insightful product device of tongue wagging, presents an enjoyable story of using the Center fruit in a humorous way.

     

    “The beauty of the idea lies in the forest ranger’s aim proving right each time, despite not being able to see the robbers in the thick forest, and only following them through the sound of their LapLap. Hence proving, how irresistible Center Fruit can be, and how hilariously effective it is in bringing down the robbers,” saidAnuragAgnihotri, Executive Creative Director, Ogilvy, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director – Marketing, Perfetti Van Melle Indiaadded: “Based our work with consumers we felt that it was time to refresh the way we portray the role of brand, without changing the popular brand signature of tongue wagging and popular tagline. Through this film we have tried to bring in newness to the story and we are sure consumers will find it endearing.”

     

  • The commercial will go on air on all major national and regional television channels from 8th July 2016

    Cente fresh urges fans to try its new cola variant

    By A Correspondent

     

    In its quest for constant innovation and further providing consumers with new experiences, Center fresh has rolled out a new flavour ‘Cool Cola’. To highlight the features of this new product, Ogilvy has developed a new campaign that announces the launch of Center fresh Cool Cola flavour in an interesting manner.

     

    The launch commercial takes inspiration from popular audio-visual cues typically associated with cola and announces Center fresh Cool Cola flavour through an interesting twist in the story.

     

    The commercial shows a vendor selling cola in the train, in a very colloquial manner, typical of the sellers in local trains in India. When someone on the train calls out to him for a cola, the seller hands out Center fresh Cool Cola to the passenger, handling it as if it were a real cola bottle. It is here that we discover that he is not selling the soft drink but is actually selling the new Center fresh Cool Cola flavour chewing gum. The amused passenger too plays along.

     

    “The commercial works as a brilliant announcer for Center fresh’s new Cola flavour, doing so in a manner that is engaging and entertaining” says Anurag Agnihotri, Executive Creative Director, Ogilvy.

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director, Marketing, Perfetti Van Melle India says “We have conducted extensive consumer research to bring a new flavour for a refreshing experience, and we are confident that consumers will love this new flavour. The new copy narrates the story in a compelling manner that would surely help generate trials for the new flavour”.

     

    The commercial will go on air on all major national and regional television channels from 8th July 2016.

     

  • 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.

     

  • PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner

    Center Fresh takes new communication stance in latest campaign

    By A Correspondent

     

    Center Fresh, the liquid-filled chewing gum from Perfetti Van Melle (PVM) enjoys enormous equity with its much loved and rib-tickling advertising campaigns. Its quest for delivering the best mint gum experience has led to the launch of an even fresher Center Fresh – the same great taste, now with a higher level of cooling.

     

    To highlight this innovation and further strengthen ‘freshness’ credentials for the brand, PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner. The new campaign with a tag line ‘Chali hawa mastani’ communicates the product benefit of ‘freshness and coolness’.

     

    The story is set up at a shooting scene for a film, where a crowd has gathered to watch the shooting. A young guy is there to see his favourite actress. At the shoot the actress throws a tantrum as it’s too hot, and the film crew get searching for a fan. Our protagonist uses the situation to his benefit to get close to the actress by presenting himself as a ‘fan’– thanks to his cool fresh breath post chewing Center fresh he poses as a pedestal fan, blows fresh cool air and mesmerizes the actress and wins her attention.

     

    “It’s a big leap. Devising a new brand strategy for Center Fresh means an opportunity to do something completely different. The task was to create eye-grabbing communication that talks of the core product benefit of fresh breath. The new commercial does this very well,” says Anurag Agnihotri, ECD, Ogilvy & Mather, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Controller Marketing, Perfetti Van Melle India says “Center Fresh is the market leader in the Gums category in India. Over the last 2 decades we have built this brand on the back of product innovations and iconic advertising campaigns. With a strong equity and loyal consumer base, the brand is well entrenched in the Indian consumer’s mind. Since the brand is intrinsically synonymous with freshness, our task was clear – establish ‘freshness’ credentials for the brand in a more concrete manner & go beyond ‘taste’ as the core positioning platform. Aligned with this objective is the brand’s new positioning with ‘freshness’ at the core and consequently the new communication campaign.”

     

  • Kolaveri Di and Raanjhana star Dhanush has been signed on as brand ambassador by confectionary-maker Perfetti Van Melle India

    Dhanush is the new face of Center Fresh

    By A Correspondent

     

    Perfetti Van Melle India (PVMI) has signed on singer and actor Dhanush as the new face for its flagship chewing gum brand Center Fresh. Dhanush will feature in the new television commercial of the brand and on all mobile and internet communication. This is Dhanush’s first brand endorsement in the confectionary category.

     

    The Center Fresh brand with its tagline “Zubaan Pe Rakhe Lagaam” has had a series of popular ad campaigns. To further strengthen this equity, Dhanush, has been named as its brand ambassador.

     

    Commenting on the ‘acquisition’, Mandar Keskar, Category Head-Gums, Perfetti Van Melle India, said, “While Dhanush is taking his first steps in Bollywood, in our key markets he is very popular especially among the youth. We are really looking to leverage Dhanush’s equity to help take Center Fresh to the next level.”

     

    Commenting on his endorsement, Dhanush said “It feels great to be associated with Center Fresh which is one of India’s most loved brands. Looking forward to work on some exciting campaigns for the brand”

     

    Abhijit Avasthi, National Creative Director, Ogilvy & Mather - the creative agency that handles Perfetti Van Melle India account, commented: “We are quite excited to work with Dhanush. After Kolaveri Di and now Raanjhana, all eyes are definitely on him. His value addition to the brand will be immense.”

     

    A new TVC for the brand is currently under development and would be released during the later part of the year.

     

  • 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.”