Perfetti Van Melle India launches 'Alpenliebe Chatpata', enters tangy fruit candy segment
Conceptualised by McCann Worldgroup, the communication is a light-hearted banter, wit and a 'chatpata' twist adding moments of laughter to a family's everyday moments
With the launch of ‘Alpenliebe Chatpata’, Perfetti Van Melle India has entered the tangy (Chatpata) fruit candy segment. A campaign has been launched to promote the product and is being aired across TV and digital channels.
The communication idea for Alpenliebe Chatpata builds on Alpenliebe’s strategy of communicating to the entire family, in line with the brand’s purpose of bringing hearts closer. Light-hearted banter, wit and a ‘chatpata’ twist add moments of laughter to the great Indian family’s everyday moments!
Available at Re 1, the new variant has a slurpy chatpata mango shell and liquid-filled core, leading to a burst of tangy flavour.
Boman Irani reprises his role as the family patriarch. In this story, he pops an Alpenliebe Chatpata, and then proceeds to nonchalantly pull his son’s leg after the latter tries to take credit for the granddaughter’s good grades.
Rajesh Ramakrishnan, Managing Director of Perfetti Van Melle India, said, “Perfetti Van Melle has always been about innovating in the confectionery category. I am excited that we are entering a large and growing market segment with our power brand Alpenliebe. We believe we have a winning proposition and we are backing it with a powerful 360-degree campaign.”
Speaking about the new product and TVC, Rohit Kapoor, Director Marketing of Perfetti Van Melle India, said, “As we celebrate our 25th year in India, we are proud to welcome the newest member, ‘Chatpata’, to the Alpenliebe family. The Alpenliebe Chatpata product and the new communication have received extremely positive reaction so far, and we’re looking forward to a successful addition to our portfolio. The new communication plays up the typical chatt sound, which highlights the consumption ritual associated with tangy flavour and triggers a chatpata spin to the story.”
The campaign has been conceptualised by McCann Worldgroup. Kapil Batra, Creative head, McCann Delhi, said, “The name is Chatpata, the taste is Chatpata. It called for an idea that’s Chatpata too. That’s how ‘Chatpata Khol Chatpata Bol’ was born. To bring this idea alive, the Alpenliebe family is back. And so is the banter between Boman and his son. In sync with the previous Alpenliebe campaigns, this one too has the family sharing a light moment together with Alpenliebe at the centre of it.”
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