Perfetti Van Melle India (PVMI) has launched Alpenliebe Juzt Jelly. The candy comes in the shape of a strawberry and is said to have real strawberry pulp inside. Priced at Re 1, the jelly-based product is currently available only in the South market.
The new product will reinforce Alpenliebe's irresistibility proposition, and will be endorsed by Kajol, the Alpenliebe brand ambassador.
Nikhil Sharma, director marketing, Perfetti Van Melle India, said, “Kajol is loved for her energetic and vivacious personality. She comes across as infectiously mischievous and blessed with a bubbly enthusiasm that is contagious. Her association with the ‘Alpenliebe’ brand has been cemented over the last few years where she has essayed a number of interesting roles centered on greed, all of whom have been loved by our consumers. With the launch of Alpenliebe Juzt Jelly which as a format is full of fun, it was only fair that this commercial too had the same effervescent protagonist.”
In the TVC, Kajol is seen being overly affectionate with her son. He shrugs it off, and later reveals that she's actually trying to get the new Alpenliebe Juzt Jelly from his pocket.
Commenting on the commercial, Prasoon Joshi, president, South Asia, McCann Worldgroup, said, “It’s a unique product and we have tried to dramatise it. The concept attempts to create intrigue and excitement around the product. Execution-wise we have explored a fresh language of TV sensationalist programs which should break the clutter.”
Client: Perfetti Van Melle India
Creative agency: McCann Erickson, New Delhi
Creative team: Prasoon Joshi, Tirtha Ghosh, Nakul Sharma
Account management: Niket Kumar, Pranab Kumar, Arjun Rampal
Senior film executive: Jeet Kalra
Director: Abhijit Chaudhuri (Dadu)
Production house: QED Films