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Tag: Perfetti Van Melle

  • Through In-Content Advertising (ICA) on TV

    Whisper Media promotes Center Fruit

    By Our Staff

     

    Perfetti Van Melle’s chewing gum brand Center Fruit has partnered with Whisper Media for executing an In-Content Advertising (ICA) campaign on TV. The campaign showcases Center Fruit’s new product innovation through placements of ICA’s within content, powered by Whisper Media’s tech-enabled offering. The target for this campaign is the Hindi-Speaking Markets for which the brand chose a leading Hindi GEC channel.

     

    Commenting on the partnership, Rohit Kapoor, Director Marketing (India), Perfetti Van Melle said: “The new Center Fruit tennis ball shape gum is an innovative product launch. We have started its roll out and the product continues to get amazing initial response in the market. To take it mainstream, we are glad to partner with Whisper Media to create an ICA campaign. It seamlessly integrates the brand, leading to a rich consumer experience while advertising. It leads to higher visibility and recall as it is placed during a consumer’s voluntary viewing of shows.”

     

    Speaking about the campaign, Guneet Anand, Global Revenue Head, Whisper Media added: “Center Fruit has been one of the most preferred chewing gum brands among the youth in India. We have carefully crafted our In-Content Advertising campaign to align and place the brand keeping the youthful identity intact. We are confident the brand message delivery will be seamless through this unique ICA campaign.”

     

  • Ogilvy is the agency

    Perfetti Van Melle has unveiled its new digital campaign #FunKaBooster.

    By A Correspondent

     

     

    Highlighting the thought behind the campaign, Rohit Kapoor – Director Marketing – Perfetti Van Melle India (PVMI) said: “Chupa Chups has always stood for keeping the inner kid and childlike fun alive in our protagonists. Tapping into insights relevant to today’s teens, Chupa Chups #FunKaBooster campaign urges teens to let-go of the pressure of adulting by instilling some irreverent fun into their lives.  We believe that this campaign will increase the brand relevance of Chupa Chups and help take the brand to greater heights.”

     

     

    Commenting on the campaign, Ritu Sharda, Chief Creative Officer, Ogilvy-North, added: “The age of social media has put pressure on teens today. On top of their grades, extracurriculars, schoolwork… they also have to think about how popular they are, how many followers they have, how many stories they’re putting on their channels. Here is where we found space as a brand to tell these teens to just have fun and take the load off. The brand of fun we endorse is irreverent – not taking away from the great impact that teens today will have on the world of tomorrow, but asking them to fully enjoy whatever they are doing with a “Chupa Chups” twist.”

     

     

  • The GroupM agency has bags integrated media mandate for the brand

    Wavemaker retains media duties of Perfetti Van Melle

    By A Correspondent

     

    Wavemaker India has announced that it has retained media duties for Perfetti Van Melle. The GroupM agency has also been entrusted with integrated media duties for Perfetti Van Melle India.

     

    Wavemaker India has been Perfetti’s media agency on records since 2006 in India. The multi-agency pitch saw participation from other leading agencies. The account will continue to be handled out of Gurugram office.

     

    Commenting on the association, Rohit Kapoor, Director Marketing,Perfetti Van Melle India said: “Wavemaker team has been a trusted partner for nearly 14 years now and we are delighted that our partnership will start its third innings after a well-contested integrated media pitch process. Wavemaker has over the years played a significant role in our success and we hope this innings will be an equally good one for both of us.”

     

    Speaking on the retention, Ajay Gupte, CEO – South Asia, Wavemaker added: “We are extremely thrilled to renew our relationship with Perfetti Van Melle. It is a matter of great pride to win additional mandate of integrated media and continue the traditional media mandate. I am confident with our new operating system, newer models in analytics, e-commerce and media we will be able to unlock growth and drive further efficiency to the brand”.

     

    In addition, Wavemaker has been appointed by the sweets giant to handle the account in other main markets US, China, Netherlands – as well as in the UK, MENA, Belgium, Turkey and Indonesia – after a series of local pitches held throughout 2020. Wavemaker now handles 85% of Perfetti Van Melle’s global media spend.

     

     

  • 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.”

     

     

  • Brand aims to strengthen its portfolio offerings in the ‘fresh breath’ space

    Perfetti promotes ‘Center Fresh 3 Layer Gum’

    By A Correspondent

     

    Center Fresh 3 Layer Gum has actor Samantha Akkineni as Brand Ambassador. The launch of the gum will be supported through a 360-degree campaign on TV, digital, and cinema.

     

    Speaking on the launch, Rajesh Ramakrishnan – Managing Director, Perfetti Van Melle India said: “Center fresh is one of our power brands in India. The brand enjoys immense love and trust with the Indian consumer. We plan to own the “fresh breath confidence” space through multiple product offerings under Center fresh, which are tailored for different consumption occasions.”

     

    Speaking on the new launch, Rohit Kapoor – Director Marketing, Perfetti Van Melle India added: “Fresh Breath is one of the fastest growing need spaces within confectionary today owing to the growing consciousness around the concept and Center fresh is synonymous with fresh breath. With the launch of Center fresh 3-layer gum the brand wants to cater to consumers who are looking for long lasting fresh breath experience, all through the day. Center fresh 3-layer gum offering further strengthens the brand portfolio which has offerings across formats and different fresh breath need states.”

     

    Explaining the thought behind the ad film, Anurag Agnihotri, Executive Creative Director, Ogilvy India said: “Center fresh 3 Layer Gum offers you fresh breath that lasts long. For a youngster, it means having the fresh breath confidence to carry through long conversations with someone special. We brought this out in a boy-meets-girl story in a bus in which the conversation continues till the end of the journey. It may be the beginning of a romance or it may not lead anywhere, but it leaves you with a good feeling. That’s what we have tried to capture.”

  • 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.”

     

  • The core thought of the campaign has been customised to engage the digital audience as well

    Mentos takes the cheeky self-deprecating route for new campaign

    By A Correspondent

     

    Brand Mentos from Perfetti Van Melle, India has announced the rollout of its new campaign that highlights new product features. The new Mentos is now bigger and softer – the same will be communicated by Ogilvy & Mather through a series of announcer films.

     

    The television commercials revolve around characters that have no need for fresh ideas: entities like chicken, babies or potted plants. So, when the announcer enthusiastically explains to them how much better Mentos has now become, the characters shrug him off and continue with their lives. Then follows the campaign thought “They don’t seem to care, but you will.”

     

    “This cheeky self-deprecating route is a fun way to announce the product developments without sounding too ad-like,” shared Anurag Agnihotri, ECD, O&M.

     

    The campaign is also being backed by a strong 360 degree extension. The core thought of the campaign has been customised to engage the digital audience as well. This will be seeded on social media and multiple platforms like Youtube, Vuclip etc.

     

    Commenting on the launch, Preeti Bhatnagar, Category Head, said “Mentos has been an aspirational brand for consumers for over a decade and has lived up to their expectations across all touch points. The new Mentos commercial is an announcer film highlighting the product improvement but does not look anything like a typical announcer. It has every bit of quirk and fun that all Mentos advertisements have. We are extremely excited and are quite confident that this will strengthen the brand core.”

     

  • The product is available in Lemon & Orange flavours

    O&M executes new campaign for Center Fruit Xplode

    By A Correspondent

     

    Center Fruit from Perfetti Van Melle has announced the launch of a new innovation – Xplode.

     

    Center Fruit is known for presenting a great variety of fruit flavoured gums. In fact, it’s always brought unique and out of the box products like Mingle (India’s first dual-colored and dual-flavored gum) and Color Your Tongue (a gum that colors your tongue after chewing). The new product is equally innovative where the gum is large and is shaped like a citrus fruit, with dimples on the surface, making it look real. The product is available in Lemon & Orange flavours.

     

    Mandar Keskar, Category Head, Gums at Perfetti Van Melle says, “Center Fruit has a loyal and rapidly growing consumer franchise. Our products under the brand have all so far been marketed at the price of Re 1 per piece. This new innovation, Xplode, offers an exciting value addition of fun, taste, texture and shape – at the price of Rs 2 per piece. This is very much in line with our strategy of price segmentation through relevant innovation. The products have tested very well, and we are really excited about them.”

     

    The campaign has been created by Ogilvy and has gone on air across leading kids channels from 31st October.

     

    “The brief for Xplode was simple – to bring out the deliciousness and novel shape of the gum in a kids-friendly and engaging way,” shared Anurag Agnihotri, Executive Creative Director at Ogilvy. “Center Fruit advertising (Kaisi jeebh laplapayee!) has always been wacky and tremendous fun, and the new copy to promote Xplode continues this tradition. The format is new (3D animation) and presents the product in a vibrant and fun manner. The Xplode lemon and orange products have been depicted as mischievous characters who really bring the products to life.”

     

  • This project is expected to light up the lives of over 250 people and to positively impact their livelihood, health, and education

    Perfetti Van Melle India launches solar electrification project with TERI

    By A Correspondent

     

    Confectionery manufacturer Perfetti Van Melle India (PVM India) has announced the launch of its Solar Electrification Project in Uttarakhand, a project to provide clean, affordable and sustainable lighting to people in remote areas of this state.

     

    Under this project PVM India has collaborated with TERI and effectively implemented one solar charging station at Dugari Khatta 1, which comes under Gram Panchayat of Biriya Block, Khatima District of Udham Singh Nagar. For these villages, Perfetti has supported the distribution of LED lanternsfor 50 households.This project is expected to light up the lives of over 250 people and to positively impact their livelihood, health, and education.

     

    Perfetti Van Melle India decided to initiate a solar electrification project, under which one centralized solar charging station in Dugari Khatta 1 has been set-up with a provision for 50 solar lanterns. The LED lanterns work for approximately six hours and provide a clean lighting solution. The centralized solar charging station is run by a woman entrepreneur, from the community, who has been trained by TERI on the basic operation and maintenance of the solar charging station. She will be responsible for monitoring and maintaining log books and faults/rectification status, daily upkeep of the lanterns and solar panels, maintaining contact with the energy enterprises for the service of lanterns etc. The programme is structured to provide her livelihood, thus providing an additional benefit to the community.

     

    Commenting on the occasion, Stefano Pelle, Executive Vice President and Chief Operating Officer of the Perfetti Van Melle group, said, “Lighting is a key issue in such remote parts of the country, and can truly transform lives. Through this programme, the productive day is effectively being stretched by 6 hours, thus providing more time for domestic chores and education. Solar energy is a great way to provide electricity in such areas, since it is eco-friendly and self-sustainable. We are very happy to launch this project and bring about a positive change in the community.”

     

    I H Rehman, Director, Lighting a Billion Lives Campaign, The Energy and Resources Institute, added, “One of the major challenges faced by the world today is providing sustainable energy. The task is massive but solutions need to meet specific basic needs in an efficient manner. Lighting based on solar energy is very effective for areas which are deprived or have poor access. Lighting a Billion Lives Campaign of TERI is a step in the direction of making clean lighting available to poor households”.

     

  • "Ekdum Bajedar" has been conceived by Meridian Communication

    Stop Not launches new campaign

    By A Correspondent

     

    Perfetti Van Melle India (PVMI), the market leader in sugar confectionery well-known for its clutter-breaking advertising is launching a fresh campaign for its latest offering in the snacks category Stop Not Disks. The new television commercial is woven around the product”s attribute of being super crunchy that in turn leads to humorous incidents. The commercial is slated to go on-air from the December 17 across all major channels.

     

    Commenting on the new campaign, Ramesh Jayaraman, MD, Perfetti Van Melle India, said, “The core idea of the new Stop Not campaign is derived from the brand”s attribute of being crunchy. The “Crunch” is so loud that it disrupts events all around with unexpected results. The TVC is high on enjoyment and humor, and we are sure it will catch on with the youth.”

     

    The campaign will be launched in two executions, portraying different situations and will carry the same message “Ekdum Bajedar”. The first situation features a family spending a lazy Sunday afternoon together at a park. The story changes track when a boy in the same park bites into his Stop Not Disks and the loud crunch distracts the father, who misses catching his son as he jumps off a tree. The second situation is a diving contest where the diver, who has a chance to win gold, completely misses his dive due to the loud crunch of Stop Not Disks.

     

    Credits:

    Client: Perfetti Van Melle India Pvt. Ltd.

    Agency: Meridian Communication Pvt. Ltd

    Creative team: Anurag Khandelwal, Satish Desa

    Account management team: Kevin Jacob, Sumera Dewan, Mohit Ahuja, Samrat Bedi

    Production house: Tubelight Films

    Director: Prashant Issar

     

  • Sameer Suneja moves on to a global role as Executive Vice President – Innovation and Business Development

    Perfetti appoints Ramesh Jayaraman as MD

    By A Correspondent

     

    Ramesh Jayaraman

    Perfetti Van Melle, the confectionery giant will shortly be appointing Ramesh Jayaraman as the Managing Director of Perfetti Van Melle, India. Prior to this Mr. Jayaraman was the Managing Director of PVM’s businesses in Sri Lanka and Bangladesh. He will take over this responsibility from Sameer Suneja who has been promoted to a global role as Executive Vice President – Innovation and Business Development.

     

    Mr. Suneja will now be based out of Netherlands, having a larger responsibility in the global operation of the company and will report to the Global CEO of Perfetti Van Melle.

     

    Mr. Jayaraman is well respected for his extensive skills and knowledge across all functions of the company. His leadership has been a key driver in transforming the company’s operations and sustained growth in Sri Lanka and Bangladesh markets.

     

    Sameer Suneja

    In India, he worked for Cadbury and Britannia, in the Marketing area. He also had a brief stint with Ogilvy and Mather. From early 1999, he has worked mainly outside India, and his assignments have taken him to China, France, Egypt, Bangladesh and Sri Lanka.

     

    Prior to joining Perfetti Van Melle in 2006, Mr. Jayaraman was Project Director India for Danone, and the Deputy Managing Director of Yakult Danone India Private Limited, a joint venture between Groupe Danone and Yakult Honsha of Japan.

     

    Mr. Suneja, who now moves on to this international assignment, has been with Perfetti for more than 15 years in various capacities. During his tenure in India he has played a key role in the company’s distinguished growth and he has been heading the Indian business for the past 4 years.  During his tenure the company forayed into the snacks category in India, thus becoming the first subsidiary in the group to diversify into non-confectionery segment.

     

    In his new role as Executive Vice President – Innovation and Business Development, Mr. Suneja will identify and eventually develop projects in different markets related to new product ideas and exchanging cross-Group successful experiences in the marketing and commercial fields.