Nestle has introduced its premium brand of chocolates Alpino in India. For the launch, JWT India has created two ad films that are currently on air.
One of the TVCs opens with a young couple in the bedroom looking at a photo album. The man tells his wife how fantastic she looks in a particular picture. She asks him, “Really?” The husband spontaneously blurts out, “Yesterday I was telling Nitin that it’s good that you don’t resemble your parents.” As he says this, he realises it wasn’t the right thing to say and that she is offended. The voice over says, “Yeh bhi koi share karne ki cheez hai? Share hi karna hai to try the new Nestle Alpino” (Is this something to share? If at all you wish to share, try the new Nestle Alpino). The husband offers her an Alpino she enjoys, with the words on the wrapper saying, “You’re my dream that came true”. A voice over and super get the message ‘To love is to share’ across.
Another TVC opens showing a slightly older couple in the living room. The lady asks her husband if he has told her father about his promotion. He is surprised. She explains that it would help his image since her father had considered him to be a loser. The voice over takes over along the lines of the other film, and the text on the wrapper she offers the hurt husband says, “You’re sweeter than any chocolate.”
On the creative thought, Nitin Pradhan, executive creative director, JWT, said, “The fundamental task was to launch Alpino with a communication platform that was unique to the product. We figured that 'Sharing' in a product like this was intrinsic and hence ownable as an idea. However one had to be careful about sharing not becoming a preachy or a mushy cliché while talking to couples (across age groups) and that it gets introduced in a fresh way. So, we kept the films light-hearted yet real, on the everyday wisdom of sharing and how Alpino is 'the best thing to share'. It helped us make communication that's sticky for couples of all ages and get an engaging creative platform for the brand.”
The brand is looking to encourage consumers to ‘share’ the message on social media. The TVCs were promoted on Facebook’s logout page and will also be played in cinemas.
Credits
National creative director: Swati Bhattacharya
Executive creative director: Nitin Pradhan
Creative director - copy: Varun Goswami
Creative supervisor - copy: Avinash Bajaj
Creative director - art: Joy Sengupta
Executive business director: Babita Baruah
Associate vice president: KRK Ganesh
Account manager: Siddhartha Ghose
Junior account executive: Sakshi Singh
Executive planning director: Pinaki Bhattacharya
Agency producer: Avani Mankotia
Director: Vivek Kakkad
Producer: Shahzad Bhagwagar
Production house: Curious Films
