Popular toon characters Tom & Jerry join Kajol and Mr Mach, the crocodile, not for a Bollywood-Hollywood animated adventure, but Alpenliebe’s latest TVC. The 60-second commercial takes a leap ahead to reinforce the irresistibility factor as it introduces Cartoon Network’s duo into the mix, under license from Warner Bros
The TVC has been created by McCann Erickson, headed by Prasoon Joshi, Executive Chairperson McCann Worldgroup India and Regional Creative Director McCann Asia Pacific, and produced by Black Magic Motion Pictures. The TVC is breaking across all news and entertainment channels on March 8.
The animation component, conceptualised in association with Turner’s Sponsorship and Promotions department, a division of Creative Services, was shot in Mumbai and directed by Abhijeet Chaudhuri with the animation of Tom and Jerry produced by Hook Up Studios in Buenos Aires. The 3D crocodile animation was produced by Oscar winning visual effects house Rhythm and Hues, Mumbai, making this a truly global collaboration.
Sameer Suneja, CEO, Perfetti Van Melle India, said, “Tom and Jerry are very popular cartoon characters and we wanted to introduce them in our communication along with our brand ambassador Kajol and mascot Mr Mach, the crocodile. The brief that we gave to McCann Erickson was to build a communication around these characters.”
The commercial mixes live action, 2D and 3D animation to get the spectacular effects needed to ensure that the mayhem of the story is translated on the screen. The TVC kicks off with Tom & Jerry jumping out of the television straight into Kajol’s home to get hold of an Alpenliebe candy jar turning her home upside down. A shocked Kajol enters her home in between the ensuing Tom & Jerry chase and sets Mr Mach to catch the duo and recover her favourite candy. In the melee that follows, the jar finds its way back to Kajol. The quick thinking Kajol sends Tom & Jerry back into the TV feigning an Alpenliebe thrown into the TV. Mr Mach gets his candy as a reward as do Tom & Jerry. In the background the VO says: “Lalach aha Laplapa, Tom hai Chatora.
Lalach aha Laplapa, Jerry Chalu Chora”. The commercial ends with Kajol pretending to yet again feed Mr Mach with the Alpenliebe candy, but pops the candy in her own mouth instead.
Speaking on the brief, Prasoon Joshi said, “The brief we got from Perfetti Van Melle India was to use Tom and Jerry in an innovative way along with Kajol and the crocodile in the TVC. This tie up with the Cartoon Network’s characters is only for this TVC. It was a very tight brief.”
“The basic message that we tried to convey is that Alpenliebe is so tempting that Tom and Jerry have come out of the television set to eat it,” Joshi added.