Alpenliebe, the flagship candy brand of Perfetti Van Melle India, has launched a new campaign âAlpenliebe ghuley toh dil mileinâ that is centred round its sweet, rich taste and is the result of a comprehensive consumer demand space mapping. The story is based on the insight that making the first move to apologise is still the biggest barrier to get family members talking again.
The commercial revolves around a little girl who, irked by the tension between her father and grandfather, uses her grandfatherâs love for Alpenliebe to bring the duo closer. Using the candy as bait, she lures the old man into walking up to the chess table where the father-son would often play each other before the fight. As the grandfather relishes the candy by the chess table, she leads her father into believing something thatâs completely the opposite of reality. The campaign also stars Boman Irani to improve the campaignâs memorability, sweet charm and reinforce the message that Alpenliebe candy is for a treat for kids and adults alike.
Alpenliebe plays the role of a catalyst for family bonding and is positioned as a candy that âBrings Hearts Closerâ.
Rohit Kapoor, Director Marketing, Perfetti Van Melle India, said, âThe new ad campaign is in a warm and comforting space. The emotional story very beautifully involves the three generations of the family members and conveys the core message powerfully that rich indulgent taste of Alpenliebe triggers resolution of small tension points in the family. The communication tone is very consistent with brand values built over the years and hopefully should connect well with the audience.â
Kapil Batra, Creative head, McCann Delhi added, âThe task was to dramatise the indulging experience that comes with an Alpenliebe and make it equally relevant to adults as well. With this campaign, we have managed to do that in a fun, light-hearted way.â
The new campaign will be aired across all mainstream TV channels and further amplified on digital medium.
Client: Perfetti Van Melle India
Director, Marketing: Rohit Kapoor
Associate Category Director, Marketing: Mandar Keskar
Group Product Head, Marketing: Ritesh Sud
Brand Manager, Marketing: Varun Gattani
Agency: McCann, New Delhi
Creative Head, New Delhi: Kapil Batra
Creative Team: Utsav Khare, Gourav Verma
Planning: Jitender Dabas, Harshvardhan Sahni
Account Management: Nutan Sooda, Priyanka Walia, Richa Bhatia
Films: Jeet Kalra
Production House: Crazy Few Films
Director: Anupam Mishra