Leo Burnett’s new TVC for Chocoliebe moves away from taste

Leo Burnett's new campaign for Chocoliebe positions the Perfetti éclair as a chewy confectionary that does not stick.

The humorous spot opens on a what-might-have-been scenario in the life of valiant Inspector Lobo, the cop who fights all evil, vanquishes all the goons, with his fox like cunning. Except on the day of his graduation at the police academy, he popped an éclair into his mouth and then forgot he had to go up to the stage to salute his officer. He is harrowed by the chewy texture of the toffee, which is stuck in his mouth. The voice-over in the end says to avoid such bloopers, it's better to eat Chocoliebe éclairs as it does not stick. 

Nitesh Tiwari, executive creative director, Leo Burnett explains, "The brief was to clearly establish that Chocoliebe is a better chocolate than the competition. And apart from the taste, the key distinction that we wanted to highlight in our communication was the fact that Chocoliebe was a chewy chocolate that did not stick. The new TVC follows Perfetti's positioning of tongue-in-cheek humour." 

Rajesh Krishnan was the creative team's obvious choice for director. Tiwari says, "We did not even think of anyone else when we set about conceptualizing the campaign. Rajesh brings his own unique insights into such a plot and we were sure we wanted him on board right from the scripting stage. Rajesh and Vijay (Maurya), who plays the main lead brought valuable inputs during the scripting stage."  

Nikhil Sharma, marketing manager, Perfetti Van Melle India denies that the campaign takes on rival Cadburys' chocolate eclairs. He adds, "No. Éclairs is a generic name and our commercial is definitely not targeted at any specific brand. Chocoliebe is a soft, chewy and non sticky product. We wanted to highlight the goodness of the product."

The creative team behind the campaign includes Nitesh Tiwari, Ashwiny Iyer and Rupesh Kashyap. The film has been shot by Rajesh Krishnan of Soda Films.