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Alpenliebe – when dodging ‘parampara’ is a smart move

Designed and conceptualised by McCann, the TVC for Alpenliebe Juzt Jelly Raw Mango showcases the brand’s irresistibility by turning the traditional family dynamics on its head

BestMediaInfo Bureau | Delhi | August 13, 2015

Alpenliebe-parampara Click on the image to watch the TVC.

Over the years, Perfetti Van Melle has established various confectionary sub-segments in the Indian market with its focus on quality and continuous innovation. And the introduction of new raw mango variant under its Alpenliebe Juzt Jelly portfolio is another case in point towards growing the jelly segment in the country.

The communication for this new raw mango variant of Alpenliebe Juzt Jelly is targeted at reinforcing the brand’s irresistibility proposition. The new TVC, designed and conceptualised by McCann Delhi, showcases this irresistibility by turning the traditional family dynamics on its head. It tells the story of a boy’s father and grandfather who’ve conspired together to grab hold of the boy’s Alpenliebe Juzt Jelly. The duo keeps insisting that the boy touches the grandfather’s feet, as it is “parampara” (tradition) to show respect to one’s elders. But the boy is far too smart to fall in their trap and dodges the two men.

Commenting on the campaign, Mandar Keskar, Category Head, Perfetti Van Melle India, said, “Alpenliebe Juzt Jelly has been one of our most successful launches and is the market leader within jellies segment in India. One of the main reasons behind this growth has been fruit-based format innovation. Raw Mango is a popular flavour among consumers and this launch offers this tempting flavour in unique jelly format. In this new communication, we have attempted to communicate the product’s irresistibility coming from its 25 per cent fruit pulp content and hope that it would help build a stronger and healthier bond with our consumers.”

Kapil Batra Kapil Batra

Kapil Batra, Executive Creative Director, McCann, added here, “Since its inception, Juzt Jelly has been positioned as a super irresistible treat. Our launch commercial had worked well and with this latest campaign, we have attempted to accentuate the irresistible magic of Juzt Jelly. I am sure this new campaign will help the brand attain greater heights.”

The TVC has been shot by veteran ad film maker Abhijit Chaudhuri, fondly known in the advertising fraternity as ‘Dadu’.

The TVC:

[youtube]https://www.youtube.com/watch?v=JFWeNEbD8IY[/youtube]

Credits:

Client: Perfetti Van Melle

Brand: Alpenliebe Juzt Jelly Raw Mango

Creative agency: McCann Delhi

Creative Team:

Prasoon Joshi, Chairman Asia Pacific, CEO & Chief Creative Officer India; Kapil Batra, Executive Creative Director

Account Management: Ashlesha Shukla, Abhimanyu Aggarwal, Sumanka Gandhi

Films Dept: Jeet Kalra

Production House: ?QED

Director: Abhijit  Chaudhuri

DOP: Avik Mukhopadhyaya

Producer: ?Supratik Datta?

Music: ?Amar Mangrulkar

Info@bestmediainfo.com

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