Alpenliebe Juzt Jelly pays tribute to frontline warriors of the coronavirus crisis

The new campaign is centred on the launch of the product's 'Salute our Heroes' packs as a mark of respect towards doctors, nurses, policemen, security guards and delivery boys

e4m by exchange4media Staff
Updated: Jun 27, 2020 9:03 AM
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Alpenliebe Juzt Jelly from the house of Perfetti Van Melle India has rolled out special campaign centred around the launch of special edition “ Salute our Heroes” packs as a mark of respect and gratitude for the countless frontline workers like Doctors, Nurses, Policemen, Security guards, delivery boys, who have been relentlessly fighting the real coronavirus war by risking their lives to save and protect our families. These packs are now available in Modern Trade and select E-Commerce outlets Pan India. Part of the proceeds from the sale of these special edition packs will be donated to the PM Cares Fund.   

                               

The pack introduction is being supported with a digital film. Seen through the eyes of a little girl, the narrative in the video is a heart-warming tale of a neighbourhood doctor who hasn’t been home to see her young daughter because she is working in the frontline. The one time the mother came home, she saw her daughter from outside the window to keep her safe. The little girl captures the emotions of the masses as she salutes the various heroes like the doctor, for their service to the nation.

Speaking on the initiative, Rohit Kapoor - Director Marketing of Perfetti Van Melle India said, “ While we have all come together to show our appreciation for the workers and clapped in unison, their extraordinary sacrifice and dedication deserves to be remembered for generations to come.  They deserve our deep gratitude and this new campaign is a small gesture to showcase our respect towards our real heroes. Through this initiative, Alpenliebe Juzt Jelly, a  family brand which has always celebrated love and togetherness among family members, is reaching out to these workers. They are like our extended families, and we would like to thank them for keeping us safe. 

The brand also through social media invites crowdsourced stories from consumers who know such real-life heroes. Images of the heroes behind the shortlisted narratives will then be adapted on customized Alpenliebe Juzt Jelly digital packs and shared with the warriors as a mark of gratitude.

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