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MARKETING

Candy brand Alpenliebe unveils Alpenliebe Ghuley toh Dil Milein campaign
Friday, 06 July, 2018, 08 : 00 AM [IST]
Our Bureau, New Delhi
Alpenliebe, Perfetti Van Melle India’s flagship candy brand, has launched a new campaign, Alpenliebe Ghuley toh Dil Milein. The television commercial (TVC) is centred 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 has shown that the inevitable tiffs between generations are still commonplace. The story was thus based on the insight that making the first move to apologise is still the biggest barrier to get family members talking again.

The TVC 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 Hindi film actor Boman Irani, whose presence improves the campaign’s memorability, increases its charm and reinforces the message that Alpenliebe is for a treat for kids and adults alike.

The candy plays the role of a catalyst for family bonding and has been positioned as a candy that brings hearts closer.

Commenting on the campaign, Rohit Kapoor, director, marketing, Perfetti Van Melle India, said, “The new ad campaign is in a warm and comforting space. The emotional story very beautifully involves the three generations of the family members, and conveys the core message powerfully that rich indulgent taste of Alpenliebe triggers the 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.”

Kapil Batra, creative head, McCann Delhi, added, “The task was to dramatise 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.”

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 television channels and amplified on digital media.
 
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