MUMBAI: Alpenliebe Pop is the new ‘Anti-Boring‘ device. Perfetti Van Melle India (PVMI), the leading confectionery player which is known for its innovative products and clutter breaking advertising has launched a new TVC positioning its lollipop product, Alpenliebe Pop, as ‘Anti-Boring‘ device.

The insight behind the ad stems from the fact that subjects like history and science are fascinating - but only to historians and scientists and not to the students who are forced to study them for their examinations. In the tongue-in-cheek ad film, Archimedes comes to life and offers the student an Alpenliebe Pop to deal with the boredom.

The creative idea behind Alpenliebe Pop is that it helps one get through dreary situations - whenever there is a really boring situation, one simply has to resort to an Alpenliebe Pop and avert the boredom.

Commenting on the launch, Perfetti Van Melle India director-marketing Nikhil Sharma said "In many markets across the world lollipops have a significant consumption amongst youth while in India it is dominated by kids. Seeing this as an opportunity, the challenge for us as leaders is to not only increase consumption among current users but also convert non-users to users. This communication is hence targeted specifically at the youth and is based on an insight that they can easily relate to."

Ogilvy & Mather GCD Anurag Agnihotri said, "We borrowed the insight behind the ads from life. Every youngster, at some point or the other, grows bored of studying and says or at least thinks that if only he could get hold of the mathematicians, scientists etc. who formulated such complex equations, he would give them a piece of his mind."

The product is available in three exciting flavors - caramel, cream strawberry and orange. Alpenliebe Pop looks set to be a product youngsters will latch on to in order to drive boredom out of their lives.