As part of the collaboration, a special Juzt Jelly pack with on-pack branding and a TVC has been launched
BestMediaInfo Bureau | Mumbai | May 2, 2014
Confectionary maker, Perfetti Van Melle India (PVMI), has tied up with Sony Pictures for their upcoming movie, ‘The Amazing Spiderman 2’, which releases in theatres across India today. As part of this collaboration, PVMI has launched a special Juzt Jelly pack with on-pack branding along with a TVC.
Juzt Jelly, launched under its flagship brand Alpenliebe in 2012, is one of the fastest growing brands in the confectionery space in India. It is currently available in strawberry, lychee and orange flavour.
The 35-second TV ad, conceptualised by McCann, has just gone on air. It showcases the fantasy world of every child, who want to perform heroic stunts like Spiderman. The ad starts with a kid in a Spiderman costume imitating his favourite superhero, like clinging on to his room wall, hanging upside down from his bus and other stunts. The TVC ends with the voiceover saying: ‘Enjoy the Spiderman 2 with Juzt Jelly Mast Jelly’.
Munir Lamba, Controller, Marketing, Perfetti Van Melle, said, “Juzt Jelly has been one of our most successful launches. Our collaboration with ‘The Amazing Spider-Man 2’ film gives us the opportunity to create new excitement on the brand. The new pack and television commercial will appeal to kids and help strengthen our relationship with them.”
Commenting on the campaign, Divya Pathak, Director-Marketing, Sony Pictures India, said, “Spiderman is the biggest Hollywood movie franchise in India. This superhero’s popularity travels across India, beyond the boundaries of age and gender. Alpenliebe Juzt Jelly’s amazing promotional campaign captures the essence of ‘Spider-Mania’ in a manner that resonates across all audiences for both Juzt Jelly and the film.”
Kapil Batra, ECD, McCann Delhi, added, “Spiderman is a favourite among children - whether it’s collecting Spiderman mementoes, imitating him or just anticipating the release of a new movie. So, when Alpenliebe Juzt Jelly and ‘The Amazing Spider-Man 2’ came together, it gave us an opportunity to bring this fascination to life and celebrate the love they have for their beloved superhero.”
Client: Perfetti Van Melle
Brand: Juzt Jelly Creative Agency: McCann Delhi Executive Creative Director: Kapil Batra Creative Team Leader: Suparv Chotmarada
Account Management: Swati Mongia , Sumanka Gandhi , Nikhlesh Jhingan
Films Dept: Ankur Mondal Production House: QED Films Director: Imran Khan Music: Rajiv Bhalla
Producer: SMITHA BALIGA DOP: SEJAL SHAH Art: TWISHA