Alpenliebe's new TVC builds on the analogy of hidden talent

Conceptualised by McCann Delhi, the TVC for Creamfills Alpenliebe from Perfetti Van Melle India, focuses on the 'rich, creamy filling' that appeals to both children and adults

BestMediaInfo Bureau | Mumbai | November 9, 2015

Click on the image to watch the TVC.

Creamfills Alpenliebe, one of the fastest growing brands of Perfetti Van Melle India, is out with a new TVC, to showcase why it is special. The brand, which is popular among consumers, has seen sales double over last year, backed by insightful consumer- oriented efforts including new flavour launches and promotions.

To scale up the brand, it was felt that the key product attribute of 'rich, creamy filling' needed to be highlighted.The challenge for advertising was how to depict this in a distinctive manner that appealed to children and adults alike. The brand decided to do away with the traditional method of showing glamorous drool shots and went ahead with the analogy route. The film builds on the insight that most of us have a hidden talent, some aspect of our personality that is not known to the world at large.  In the film, we see the character of a grandfather who has the unexpected talent of performing the hilarious “Naagin” dance. People around realize there is a “Naagin” that resides in him, just like the rich creamy filling that resides in Creamfills Alpenliebe.

Prasoon Joshi

The campaign has been conceived by Prasoon Joshi, Chairman Asia Pacific, CEO and Chief Creative Officer, India. Commenting on the film, he said, “This one is culturally rooted and irreverent at the same time which I am sure will add another dimension to brand Alpenliebe's communication.”

Commenting on the campaign, Mandar Keskar, Category Head, Marketing, Perfetti Van Melle, said, “The communication builds on a strong insight that all of us can relate to and does the job of delivering the brand message of  'creamy filling' in a very clear and humorous way.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Campaign: Naagin

Client: Perfetti Van Melle

Agency: McCann Delhi

Creative Team:

Rohit Kapoor (Director, Marketing),

Mandar Keskar (Category Head, Marketing),

Varun Gattani (Product Manager)

Prasoon Joshi (Chairman Asia Pacific, CEO & Chief Creative Officer India),

Kapil Batra (Executive Creative Director),

Anshul Sharma (Creative Team Leader)

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