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Home Campaigns

Alpenliebe launches Alpenliebe Ghuley toh Dil Milein campaign; conceptualised by McCann

by MN4U Bureau
July 5, 2018
in Campaigns, Featured
Reading Time: 2 mins read
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Alpenliebe launches Alpenliebe Ghuley toh Dil Milein campaign; conceptualised by McCann

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New Delhi: 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.

Rohit Kapoor
Rohit Kapoor

Alpenliebe plays role of a catalyst for family bonding and 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 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.”      

Kapil Batra
Kapil Batra

Kapil Batra, Creative head, McCann Delhi 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.

Client and Agency Credits

Client: Perfetti Van Melle India

Rohit Kapoor – Director, Marketing

Mandar Keskar – Associate Category Director, Marketing

Ritesh Sud –  Group Product Head, Marketing

Varun Gattani – Brand Manager, Marketing

Agency: McCANN, New Delhi

Kapil Batra – Creative Head, New Delhi

Creative Team: Utsav Khare, Gourav Verma

Planning: Jitender Dabas, Harshvardhan Sahni

Account Management: Nutan Sooda, Priyanka Walia, Richa Bhatia

Films: Jeet Kalra

Production House: Crazy Few Films

Director: Anupam Mishra

Tags: AlpenliebeAlpenliebe Ghuley toh Dil Milein campaignconceptualised by McCannCreative HeadDirector MarketingKapil BatraMcCann DelhiPerfetti Van Melle Indiaresult of a comprehensive consumer demand space mapping.Rohit Kapoor

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