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McCann Erickson conceptualises launch campaign for Alpenliebe ‘Juzt Jelly’

The campaign marks the launch of new brand of Perfetti Van Melle India; it will be endorsed by Kajol

BestMediaInfo Bureau | Delhi | August 22, 2012

Perfetti Van Melle India (PVMI), the market leader in confectionery, has launched an innovative new product “Alpenliebe Juzt Jelly”. This new product comes in the shape of a strawberry and is a sweet, succulent and plump fruit chew, made with real strawberry pulp. Alpenliebe is one of the most known confectionery brands in India and this new launch is targeted to reinforce the brand’sIrresistibility proposition. The new product will be endorsed by Kajol who has been associated with Alpenliebe. Priced at Re 1, the brand is currently available only in Southmarket.

Commenting on Kajol’s association with the brand, Nikhil Sharma, Director Marketing, Perfetti Van Melle India, said, “Kajol is loved for her energetic & vivacious personality. She comes across as infectiously mischievous & blessed with a bubbly enthusiasm that is contagious. Her association with the ‘Alpenliebe’ brand has been cemented over the last few years where she has essayed a number of interesting roles centered on greed, all of whom have been loved by our consumers. With the launch ofAlpenliebeJuzt Jelly which as a format is full of fun, it was only fair that this commercial too had the same effervescent protagonist.”

Commenting on her endorsement, Kajol said “I am very proud to have been associated with PMVI as the brand ambassador for Alpenliebe for the past 6 years. PVMI is one of the leading FMCG companies in the country and are known for their creative advertising.  Alpenliebe is one of India’s most recognized brands and this new product represents another milestone in the long line of innovative offerings from Alpenliebe.”

The brief given to McCann Erickson, PVMI’s partner ad agency was to create a clutter breaking TVC which would take a tongue-in-cheek dig at traditional love-bound relationships and how they’rebeing twisted by this new mouthwatering product. The new TVC conceptualized by the creative team of Prasoon Joshi, Tirtha Ghosh and Nakul Sharma, Creative Directors, McCann Erickson, New Delhi, India, was made with the objective of portraying greed as the catharsis between a mother and son’s relationship.

Commenting on the Commercial, Prasoon Joshi said, “It’s a unique product and we have tried to dramatize it. The concept attempts to create intrigue and excitement around the product.Execution wise we have explored a fresh language of TV sensationalist programs which should break the clutter.”

The TVC has been shot by veteran ad film maker, Abhijit Chaudhuri fondly known in the advertising fraternity as ‘Dadu’. So, watch out for a naughty, unusual take on a mother and son’s loving relationship, thanks to AlpenliebeJuzt Jelly.

The TVC:


Credits: Creative team: Prasoon Joshi, Tirtha Ghosh and Nakul Sharma (McCann Erickson, New Delhi, India) Account Management: Niket Kumar, Pranab Kumar and Arjun Rampal Senior Film Executive: Jeet Kalra  Client: Perfetti Van Melle India Director: Abhijit Chaudhuri (Dadu) Production House: QED Films


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