Perfetti Van Melle indulges with Kareena Kapoor for Alpenliebe 2 Choco Éclairs
The brief to McCann Erickson was to create a clutter-breaking TVC which stays true to the product promise of a rich, magical and indulgent experience
BestMediaInfo Bureau | Delhi | April 24, 2012
Confectionery giant Perfetti Van Melle India (PVMI) has signed on Kareena Kapoor as brand ambassador for its all new Alpenliebe 2 Choco Eclairs brand. Kareena will feature in the launch TVC of Alpenliebe 2 Choco Eclairs and also in all mobile and Internet campaigns of the brand. This is the first instance of a celebrity endorsement in the Eclairs category and also Kareena's first brand endorsement in the confectionary category.
Commenting on Kareena's association with the brand, Nikhil Sharma, Director - Marketing, Perfetti Van Melle India, said, “Today's youth immediately identify Kareena Kapoor as a style icon who has established herself through her work in Bollywood. When it came to selecting the right brand ambassador for Alpenlibe 2 Choco Eclairs, Kareena was a unanimous choice. She is an irresistible mix of beauty, elegance and style. She fits perfectly with our product which promises consumers a great indulgent experience.”
The brief to McCann Erickson, PVMI's partner creative agency, was to create a clutter-breaking TVC which stays true to the product promise of a rich, magical and indulgent experience. The TVC, conceptualised by Prasoon Joshi, Executive Chairman and CEO, McCann Erickson Worldwide India, was made with an objective of introducing viewers to a magical world where a princess gets swept off her feet by the most unlikely of characters.
Commenting on the script, Joshi said, “We wanted to use Kareena in a unique way and are happy to stumble upon an idea which has immense charm and am sure will be loved by the consumers.”
The TVC has been shot by ad film maker Ravi Udyawar at Mumbai's Reliance Studios followed by a complex post-production process at animation studios in Poland and Black Magic, Singapore. 'This TVC has been one of my most challenging assignments. We shot live with Kareena and an actor to get the interaction and dance movements correct. We then replaced the actor with the bear, which was created on CGI. Getting the dance sequence between Kareena and the Bear required complex animation techniques. The facial expressions were motion captured and applied on to the CG bear to look more authentic. The toughest part was creating the bear which is very difficult due to its complex fur body. Shooting with Kareena was a great experience due to her understanding of the idea, flawless acting and timing. The music composed by Mikey McCleary adds great value and fits in perfectly with the overall look of the film while staying true to the naughty mood of the original song,” said Udyawar about the project.
Commenting on her endorsement, Kareena Kapoorsaid, “I am very proud to be associated with Perfetti, which is one of India's leading FMCG companies, known for its innovative products and creative advertising. Alpenliebe is one of India's most loved brands and this innovative product under Alpenliebe has given me the opportunity to work on an exciting new campaign.”
The TVC:
Credits:
Agency: McCann Erickson
Client: Perfetti Van Melle India
Creative Team: Prasoon Joshi, Tirtha Ghosh
Account Management: Niket Kumar, Pranab Kumar
Senior Film Executive: Jeet Kalra
Director: Ravi Udyavar
Production house: RU Films
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