Perfetti Van Melle's 'Stop Not Stixz' helps you win back the remote!

The product launch is supported by a TVC conceptualised by Soho Square, that focuses on the irresistible taste of the product

BestMediaInfo Bureau | Mumbai | January 2, 2014

Click on the image to watch the TVC.

Perfetti Van Melle India (PVMI), the market leader in confectionery category, is expanding portfolio of its snacks category 'Stop Not' with the launch of 'Stop Not Stixz' in addition to the existing two variants – Golz and Disks.

Stop Not Stixz is a tasty, crunchy, spicy new snack. It will be available in three flavors – Wow Masala, Pudina Passion and Tomato Tadka. The new range will be available across India in convenient pack sizes of Rs 5, Rs 10 and Rs 20.

This new product launch will be supported by a television campaign. The campaign, conceptualised by Soho Square, focuses on establishing the irresistible taste of the product that one gets hooked onto.

The 35-second TVC highlights a situation that possibly happens in every household in India, which is the fight over the TV remote. The story has two brothers who, in order to get back the remote, distract their father with a packet of Stop Not Stixz. He unknowingly tries the snack but gets hooked onto the taste and finally gives up his remote and the power to watch his favourite programme for a packet of Stop Not Stixz.

Samit Srivastava, Head – Snacks Business, Perfetti Van Melle India, said, “It was an interesting way to communicate Stop Not Stixz. The situation is extremely endearing, real-life and something every kid can relate with. We are extremely confident about the new brand and are sure that the new TVC will help generate excitement amongst kids.”

Anuraag Khandelwal and Satish deSa, ECDs and Creative Heads, Soho Square, Mumbai, said, "However old we boys get, once dad is in the room he gets the remote to watch what he pleases –which is always something very, very boring! Protesting is futile. We showed youngsters how to turn this power equation on its head – with the addictive power of the new Stop Not's Stixz."

The TVC has been directed by Binay Pradhan of Corcoise Films.

The TVC:

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

Credits:

Client: Perfetti Van Melle India

Agency: SoHo Communications

Head of Office: Samrat Bedi

ECDs and Creative Heads: Anuraag Khandelwal and Satish Desa

Account Management: Mohit Ahuja, Benitta Jacob, Richa Dholi

Creative Team: Anuraag Khandelwa, Satish DeSa, Ankur Jain, Sanjay Ujawane

Account Planning: Shashank Lanjekar

Production House: Corcoise Films

Director: Binay Pradhan

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