Going by their 19-year old success formula – laughter is the best medicine – confectionery major Perfetti Van Melle believes that a pinch of humour, along with a dose of entertainment is the right marketing mantra for the brand.
Commenting on the entertainment quotient involved and actress Kajol’s association with the brand, Nikhil Sharma, Director - Marketing, Perfetti Van Melle India said, “Kajol is loved for her energetic and vivacious personality, and we thought she was just perfect for our one-of-its-kind brand Alpenliebe, which had attained a saturation level after its initial years of success. The dose of entertainment in the form of Kajol and humour in the shape of a crocodile made a huge impact on the minds of the consumers and also increased the recall value of Alpenliebe as a brand by Perfetti amongst the audience.”
Keeping in mind that a large part of the Indian population considers lollypop as a ‘kiddy thing’, the company has worked on changing this perception and will launch their next ‘Anti-boring’ campaign for Alpenliebe Pop.
Commenting on entertainment through social media, Sharma noted, “Social media has played a big role in creating an image for the brand, especially in case of Mentos’ ‘Dimaag ki Batti Jala De’ campaign, which has been an instant hit on Facebook and YouTube.”
Talking about their recent campaign, the Mentos Batti Jalao contest – Khuni Kaun Hai?, Sharma said, “We are sure that this campaign will work in our favour because the winner will get a cash prize of Rs 25 lakh and the Facebook baseline says: ‘25 lakh main aap kya kuch nahi khareed sakte hain’.”
Talking about their marketing strategy for rural areas, Sharma said, “We are going to focus more on BTL activities and experiential marketing this year for rural India. The brand is also spreading health awareness by teaching rural consumers to buy branded products rather than the local unbranded ones available at market as they might not be good for health. Perfetti products are available at a 50 paise price point, making it affordable for rural consumers.”
Nikhil Sharma was speaking on the topic ‘Humour & Fun: A perfe©tti Way to Ride the Confectionery Market’ at the Delhi leg of the Pitch CMO Summit, held in Gurgaon on March 1, 2013. The Summit was presented by Colors Viacom18 in association with MEC.