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
Creative Agency: McCann India
CEO and Chairman (Asia Pacific): Prasoon Joshi
Executive Creative Director: Kapil Batra
Creative Director: Utsav Khare
General Manager: Nutan Sooda
Sr Brand Leader: Ashlesha Shukla
Sr Project Manager: Achal Kaushik
Production House – QED Films
Director – Dadu