Perfetti Van Melle India (PVMI), confectionary major and manufacturer of Alpenliebe, has roped in Kajol as its brand ambassador. The actress would promote their flagship brand Alpenliebe in India. This is the first time that PVMI, which has its presence in India for the last 14 years, has signed a celebrity for its brands.
“We have not used any celebrities in our communications as our brands are salient enough due to edgy and cut-through communication. Our flagship brand Alpenliebe is a big hit among all age groups of the society. Alpenliebe is the market leader and we wanted to move its sales to the next level. In Kajol, we saw a perfect fit for Alpenliebe and the messages that the brand conveys,” said Sameer Suneja, Head-Marketing, PVMI.
The TVC for Alpenliebe is on air, which has the tagline ‘Laallach Aha Lalap’. It endorses the fact that once you have an Alpenliebe, the desire and greed for it increases. The ad portrays an aligator who refuses to go out of Kajol’s sight. It sleeps in her bed, follows her to shopping, goes for a movie with her and even takes a bath in her bathtub. The TVC then goes back to the past to show that after Kajol threw an Alpenliebe at the aligator in a zoo, it has since then began to follow her.
McCann Erickson has done the creative for the new TVC.