MUMBAI: Perfetti Van Melle India (PVMI) has launched an ad campaign for its latest offering in the snacks category, Stop Not Disks.

The new TVC conceptualised and created by Meridian Communication is woven around the product‘s attribute of being crunchy which in turn leads to humourous incidents.

Perfetti Van Melle India MD Ramesh Jayaraman said, "The core idea of the new Stop Not campaign is derived from the brand‘s attribute of being crunchy. The ‘crunch‘ is so loud that it disrupts events all around with unexpected results. The TVC is high on enjoyment and humour, and we are sure it will catch on with the youth."

Meridian Communication executive creative director and creative head Anurag Khandelwal said, "There are TVCs based on the concept of the product being crunchy but they are exaggerated in nature. We too have it defined it similarly but it is more in the real zone. Where there is a concept of ‘Mera Crunch mahan‘, we have distinguished it in a manner which is around the idea of the crunch sound being a disturbance."

The commercial is on-air across all major channels.

The campaign has been launched in two executions, portraying different situations carrying the same message ‘Ekdum Bajedar‘. The first situation features a family spending a lazy Sunday afternoon together at a park. The story changes track when a boy in the park bites into his Stop Not Disks and the loud crunch distracts the father, who misses catching his son as he jumps off a tree. The second situation is a diving contest where the diver, who has a chance to win gold, completely misses his dive due to the loud crunch of Stop Not Disks.