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MARKETING

Perfetti Van Melle introduces chatpata fruit candy Alpenliebe Chatpata
Saturday, 23 March, 2019, 08 : 00 AM [IST]
Our Bureau, Mumbai
Perfetti Van Melle India has entered the chatpata (tangy) fruit candy segment with the launch of Alpenliebe Chatpata. The new product is yet another innovation by the company, a leading player in the Indian confectionery market.

Available at Re 1, it has a slurpy chatpata mango shell and liquid-filled core leading to a burst of tangy flavour. The new campaign for Alpenliebe Chatpata is being aired across leading television and digital channels.  

The communication idea for Alpenliebe Chatpata builds on the brand’s strategy of communicating to the entire family, in line with the brand’s purpose of bringing hearts closer.

Light-hearted banter, wit and a chatpata twist add moments of laughter to the great Indian family’s everyday moments.

Hindi film actor Boman Irani reprises his role as the family patriarch. In this story, he pops an Alpenliebe Chatpata, and then proceeds to nonchalantly pull his son’s leg after the latter tries to take credit for the granddaughter’s good grades.

Speaking about the new launch, Rajesh Ramakrishnan, managing director, Perfetti Van Melle India, said, “Perfetti Van Melle has always been about innovating in the confectionery category.”

“I am excited that we are entering a large and growing market segment with our power brand Alpenliebe. We believe we have a winning proposition and we are backing it with a powerful 360-degree campaign.”

Speaking about the new product and TVC (television commercial), Rohit Kapoor, director, marketing, Perfetti Van Melle India, said, “As we celebrate our 25th year in India, we are proud to welcome the newest member, Chatpata, to the Alpenliebe family.”

“The Alpenliebe Chatpata product and the new communication have received extremely positive reactions so far, and we are looking forward to a successful addition to our portfolio,” he added.

Kapoor stated, “The new communication plays up the typical chatt sound, which highlights the consumption ritual associated with tangy flavour and triggers a chatpata spin to the story.”

Commenting on the campaign, Kapil Batra, creative head, McCann Delhi, said, “The name is Chatpata, and the taste is Chatpata. It called for an idea that is Chatpata too. That is how Chatpata Khol Chatpata Bol was born.”

“To bring this idea alive, the Alpenliebe family is back,And so is the banter between Irani and his son. In sync with the previous Alpenliebe campaigns, this one too has the family sharing a light moment together with Alpenliebe at the centre of it,” he added.
 
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