Alpenliebe brings hearts closer

Alpenliebe, the flagship candy brand of Perfetti Van Melle India, has launched a new campaign ‘Alpenliebe ghuley toh dil milein’ that is centred round its sweet, rich taste and is the result of a comprehensive consumer demand space mapping. The story is based on the insight that making the first move to apologise is still the biggest barrier to get family members talking again.

The commercial revolves around a little girl who, irked by the tension between her father and grandfather, uses her grandfather’s love for Alpenliebe to bring the duo closer. Using the candy as bait, she lures the old man into walking up to the chess table where the father-son would often play each other before the fight. As the grandfather relishes the candy by the chess table, she leads her father into believing something that’s completely the opposite of reality. The campaign also stars Boman Irani to improve the campaign’s memorability, sweet charm and reinforce the message that Alpenliebe candy is for a treat for kids and adults alike.

Alpenliebe plays the role of a catalyst for family bonding and is positioned as a candy that “Brings Hearts Closer”.

Rohit Kapoor, Director Marketing, Perfetti Van Melle India, said, “The new ad campaign is in a warm and comforting space. The emotional story very beautifully involves the three generations of the family members and conveys the core message powerfully that rich indulgent taste of Alpenliebe triggers resolution of small tension points in the family. The communication tone is very consistent with brand values built over the years and hopefully should connect well with the audience.”

Kapil Batra

Kapil Batra, Creative head, McCann Delhi added, “The task was to dramatise the indulging experience that comes with an Alpenliebe and make it equally relevant to adults as well. With this campaign, we have managed to do that in a fun, light-hearted way.”

The new campaign will be aired across all mainstream TV channels and further amplified on digital medium.

The TVC:

Credits:

Client: Perfetti Van Melle India

Director, Marketing: Rohit Kapoor

Associate Category Director, Marketing: Mandar Keskar

Group Product Head, Marketing: Ritesh Sud

Brand Manager, Marketing: Varun Gattani

Agency: McCann, New Delhi

Creative Head, New Delhi: Kapil Batra

Creative Team: Utsav Khare, Gourav Verma

Planning: Jitender Dabas, Harshvardhan Sahni

Account Management: Nutan Sooda, Priyanka Walia, Richa Bhatia

Films: Jeet Kalra

Production House: Crazy Few Films

Director: Anupam Mishra

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