Mumbai: Alpenliebe, the iconic brand from Perfetti Van Melle, has unveiled its new ad film “Alpenliebe Kholo, Meetha Bolo”, highlighting how its rich, caramelly taste can soften tense moments and foster warmth in interactions. The campaign celebrates the brand’s belief that sweet words — just like Alpenliebe — can bring people closer, even in moments of friction.
Set against the backdrop of a child’s birthday party, the TVC follows a guest who lands in a tricky situation after an impulsive remark. An Alpenliebe candy intervenes, and as the guest savours its rich caramel taste, harsh words turn warm and endearing, demonstrating how sweetness can ease delicate moments.
Gunjan Khetan, Director, Marketing, Perfetti Van Melle India, said, “Alpenliebe has always been synonymous with spreading sweetness, and now with ‘Alpenliebe Kholo, Meetha Bolo,’ we are extending that philosophy to the way people react in their moments of bitterness. Conversations today often get hurried, transactional, or even strained, but we believe that a little sweetness has the power to transform them and create space for warmth and togetherness. Beyond its rich caramel taste, Alpenliebe stands for enabling these small yet powerful shifts that make life a little sweeter.”
The campaign reinforces Alpenliebe’s position as a brand that goes beyond indulgence, placing emotional connection at the heart of its messaging. Running across TV, digital, and social platforms, it aims to strengthen engagement with consumers nationwide, underlining the brand’s continued relevance since its launch in 1995.
With “Kholo Meetha Bolo”, Alpenliebe reminds consumers that even small gestures and words, when paired with sweetness, can transform ordinary moments into heartfelt connections.
