Top Story


Home >> Advertising >> Article

Alpenliebe Gold campaign celebrates the little moments of joy

Font Size   16
Alpenliebe Gold campaign celebrates the little moments of  joy

Alpenliebe Gold, the flagship candy brand of Perfetti Van Melle India, has launched a heart-warming new communication campaign – Chhoti chhoti khushiyon ke liye’.

The new campaign is based on the insight that within families, there are always small moments of joy in everyday life, and celebrating these moments not only enhances the joy, but also helps deepen bonds. Alpenliebe has been built as a family brand and encourages consumers to celebrate these small joys of life with the candy they love.

The commercial opens with two brothers playing cricket, with their grandfather sitting nearby. One of the brothers hits a shot that breaks the TV antenna. Fear grips the two brothers as their father angrily storms outside to investigate why his TV viewing has been interrupted. But, the kids are saved by the sudden appearance of a monkey, causing the father to mistakenly blame the monkey and not his bat-wielding kids. This unexpected relief calls for a celebration among the children and their granddad. And, what better way to celebrate the moment than with Alpenliebe?

The new campaign will be supported on television and digital platform.

Commenting on the campaign, Mandar Keskar, Associate Category Director, Perfetti Van Melle India, said, “The new campaign is based on a strong and relevant insight. Brand Alpenliebe has a strong right to play in this space – delicious little treat, universally affordable, and loved.”

Kapil Batra, Executive Creative Director of McCann Worldgroup India said, “Once we zeroed in on the space, the challenge was to create an engaging story that not only brings this thought alive, but also connects with kids. I am confident this communication achieves the objective.”


Perfetti Van Melle, India:

Director Marketing: Rohit Kapoor

Associate Category Director: Mandar Keskar

Group Product Manager: Ritesh Sud

Product Manager: Varun Gattani


Agency Credits:


Creative Agency: McCann India

CEO and Chairman (Asia Pacific): Prasoon Joshi

Executive Creative Director: Kapil Batra

Creative Director: Utsav Khare

Account Management:

General Manager: Nutan Sooda

Sr Brand Leader: Ashlesha Shukla

Sr Project Manager: Achal Kaushik


Production House:

Production House – QED Films

Director – Dadu


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

There was reportedly an altercation between the two in Bodhjung Nagar, Tripura

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017