Perfetti Van Melle makes a noise with for Stop Not Disks
The TVC was conceptualised by Meridian and it plays on the concept of the 'crunch' sound being loud enough to draw attention
Shachi Tapiawala | Mumbai | December 24, 2012
Perfetti Van Melle India (PVMI), the market leader in sugar confectionery well-known for its clutter-breaking advertising, has launched a campaign for its latest offering in the snacks category, Stop Not Disks. The new TVC is woven around the product's attribute of being super crunchy which in turn leads to humourous incidents. The commercial went on air from December 17 across all major channels.
Commenting on the 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 humour, and we are sure it will catch on with the youth.”
The campaign has been launched in two executions, portraying different situations carrying 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 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.
Anurag Khandelwal, Executive Creative Director and Creative Head, Meridian Communication, said, “There are TVCs based on the concept of the product being crunchy but they are exaggerated in nature. We too have it defined it similarly but it is more in the real zone. Where there is a concept of 'Mera Crunch mahan', we have distinguished it in a manner which is around the idea of the crunch sound being a disturbance.”
The TVC will also be promoted on digital platforms.
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