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Kajol's TVC for Alpenliebe builds on greed theme

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NEW DELHI: Versatile actor Kajol has become the brand ambassador for the Alpenliebe candy and features in a new television commercial carrying on the theme of ‘Greed above all else‘.

This position of irresistibility had been the central thread for all previous communication for the brand and featured characters going to great lengths to be able to savour their favourite candy.

The new campaign builds further on this concept by putting three colorful characters in a sticky situation and to get through it, they must necessarily resist the temptation of an Alpenliebe candy.

The story is set in a row boat on a tranquil lake. But these old boats have a habit of springing a leak or two.

The campaign has been timed with the launch of a refreshed look for the entire Alpenliebe range. With this new and attractive packaging, Perfetti Van Melle is aiming to make the brand more contemporary and distinctive.

Group Product Manager Munir Lamba said, "India is a unique market, where most candies are sold in single pieces at low price points. This campaign is part of our effort to build larger pack formats for the consumers‘ enjoyment."

Commenting on her role in the new campaign, Kajol said, "I have had a long association with Alpenliebe and it is one that I cherish. Working on this campaign was both fun and challenging. I especially enjoyed the whole retro look that this TVC has brought to life."

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