MAM

Alpenliebe To Bring Hearts Closer

Alpenliebe To Bring Hearts Closer

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/07/06/alpenlibe.jpg?itok=hrxDrhGN

MUMBAI: Alpenliebe, the flagship candy brand of Perfetti Van Melle India, has launched a new campaign: ?Alpenliebe Ghuley toh Dil Milein?. The TVC is centered around the sweet, rich taste of Alpenliebe and is the result of a comprehensive consumer demand space mapping.

Over the years, Alpenliebe has found its space in the Indian family set up. In India joint families are still popular and research showed that the inevitable tiffs between generations are still commonplace. The story was thus based on the insight that making the first move to apologize is still the biggest barrier to get family members talking again.

The commercial revolves around a little girl who, irked by the tension between her father and grandfather, uses her grandfather?s love for Alpenliebe to bring the duo closer. Using the candy as a bait, she lures the old man into walking up to the chess table where the father-son would often play each other before the fight. As the grandfather relishes the candy by the chess table, she leads her father into believing something that?s completely the opposite of reality. The campaign also stars Boman Irani to improve campaigns memorability, sweet charm and reinforce the message that Alpenliebe candy is for a treat for kids and adults alike.

Alpenliebe plays role of a catalyst for family bonding and positioned as a candy that ?Brings Hearts Closer?.

Commenting on the campaign, Perfetti Van Melle India, Director Marketing, Rohit Kapoor said ?the new ad campaign is in a warm and comforting space. The emotional story very beautifully involves the 3 generations of the family members and conveys the core message powerfully that rich indulgent taste of Alpenliebe triggers resolution of small tension points in the family. The communication tone is very consistent with brand values built over the years and hopefully should connect well with the audience.?      

McCann Delhi, Creative head, Kapil Batra added, ?The task was to dramatize the indulging experience that comes with an Alpenliebe and make it equally relevant to adults as well. With this campaign, we have managed to do that in a fun, light-hearted way.?

Boman Irani commented ?I love getting lost while eating an Alpenliebe candy. The story is light hearted yet has family values at the core of it?

The new campaign will be aired across all mainstream TV channels and further amplified on digital medium.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/17/dettol.jpg?itok=2EyrNXwJ
HUL top advertiser; Dettol enters top 5 in BARC week 32

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 4 August to 10 August 2018.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/17/sbi.jpg?itok=OOo52eAL
SBI hands over media mandate to DDB Mudramax

Indian bank, State Bank of India (SBI), has appointed DDB Mudramax as its media agency for media duties.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/17/paytm_0.jpg?itok=Lv-c5eAZ
Paytm Mall targets $10 bn annualised gross sales by 2019

With the aim to garner a bigger slice of India’s growing online retail market, Paytm Mall, owned by Paytm e-commerce, has ramped-up its efforts to expand the business. 

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/17/tyamaha.jpg?itok=hkoFhcZS
Yamaha's 'The Call of the Blue' is launched as the new exciting brand campaign

India Yamaha Motor Pvt. Ltd. developed its new brand campaign ‘The Call of the Blue’ in order to draw a parallel to its product planning, marketing and customer engagement strategies with the brand’s global image of ‘excitement, stylish and sporty’.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/17/jonty.jpg?itok=9Sup3Jl_
Isuzu Motors signs Jonty Rhodes as Indian brand ambassador

Isuzu motors, Japanese car manufacturer, has signed on former South African cricketer Jonty Rhodes as the brand ambassador to promote the brand and its latest product V-Cross in India. The brand will complete six years on 21 August 2018 in the Indian market.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/17/UCB.jpg?itok=8WZWVqTC
UCB's first social experiment in India #UNITEDBYHOPE

Reaffirming its commitment to challenge social norms and fearlessly address issues focused on secularism and non-discrimination, United Colors of Benetton marked India’s 72nd Independence Day with a digital film titled #UnitedByHope, celebrating India’s unity in its diversity.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/16/money.jpg?itok=7KNzWnjT
Matrimony.com bolsters senior management team to pursue expansion plan

To pursue its ambitious growth and expansion plans, Matrimony.com recently strengthened its senior management team with experienced talent.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/16/mar.jpg?itok=jNxxH45I
The Advertising Club announces the Category Awards for Marquees 2018

The Advertising Club today announced the various sector and special category awards for Marquees 2018.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/16/RIVERS.jpg?itok=TaXS7yhM
White Rivers Media celebrates 6th anniversary

In India, one of the fastest growing independent agencies White Rivers Media has recently completed its six years in social media and digital marketing industry.  

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories