Campaign India Team
Mar 06, 2014

Alpenliebe refreshes its ‘anti-boring’ campaign with Mughal emperors

Watch the ad film conceptualised by Ogilvy & Mather

Confectionery player Perfetti Van Melle India has released the second TVC in its ‘Anti-boring’ campaign for its Alpenliebe Pop brand of lollipops. The TVC created by Ogilvy & Mather takes the humour route again and showcases the lollipop as the perfect antidote to boredom.

The film opens with a young girl seated on a swing and memorising historical dates relating to the Mughal emperors Humayun and Babar. Suddenly, her swing is stopped by three men dressed in Mughal finery and she is shocked to see them. One of them introduces himself as Babar from her textbook and then goes on to name the men standing beside him as Akbar and Humayun. He asks her if the chapter based on their lives bores her. She first nods her head in approval but then quickly changes the nod to disagreeing because she's petrified by their appearance. Babar goes on to say that no one can change history and he then offers her an Alpenliebe lollipop. He says that the lollipop will help her endure the boredom that comes along with history. She accepts the lollipop offered while the other men ask for her forgiveness. The voice over says, ‘Alpenliebe Pop - Anti Boring’ while a close up shot of two lollipops is shown. The film ends with the girl asking if they are on Facbook to which Babar replies that they are only in text books.

On the thought behind the commercial,  Anurag Agnihotri, group creative director,  Ogilvy & Mather,  said,  "Find me a kid who hasn't scribbled on the faces in his textbook and I'll show you a kid who's never bored. We thought it would be great if these very faces came to life, apologised and offered an anti-boring solution as a peace offering."


Client: Perfetti Van Melle India
Brand: Alpenliebe Pop
Creative: Abhijit Avasthi, Anurag Agnihotri, Ashish Naik, Saurabh Dikshit
Account management: Kapil Arora, Antara Suri, Parul Madaan, Mithila Manhas
Production House: Curious
Director: Vivek Kakkad

Campaign India