Conceptualised by McCann India, the campaign talks about those special moments in everyday life and the importance of celebrating them
BestMediaInfo Bureau | Mumbai | February 17, 2017
Alpenliebe Gold, the flagship candy brand of Perfetti Van Melle India, has launched a new communication campaign titled ‘Chhoti chhoti khushiyon ke liye’ .The new campaign is based on the insight that within families, there are always small moments of joy in everyday life, and celebrating these moments not only enhances the joy but also helps deepen bonds.
Conceptualised by McCann India, the commercial opens with two brothers playing cricket with their grandfather sitting nearby. One of the brother hits a shot that breaks the TV antenna. Fear grips the two brothers as their father angrily storms outside to investigate why his TV feed has been interrupted. But the kids are saved by the sudden appearance of a monkey. The father thinks the monkey is to be blamed and not his bat wielding kids. This unexpected relief calls for a celebration among the kids and their granddad.
Commenting on the campaign, Mandar Keskar, Associate Category Director, Perfetti Van Melle India, said, “The new campaign is based on a strong and relevant insight. Brand Alpenliebe has a strong right to play in this space – delicious little treat, universally affordable and loved.”
Speaking about the challenge they faced while conceptualising the idea, Kapil Batra, Executive Creative Director, McCann Worldgroup India, said, “Once we zeroed in on the space, the challenge was to create an engaging story that not only brings this thought alive but also connects with kids. I am confident this communication achieves the objective.”
Client: Perfetti Van Melle, India
Creative Agency: McCann India
Director Marketing, Perfetti Van Melle, India: Rohit Kapoor
Associate Category Director, Perfetti Van Melle, India: Mandar Keskar
Group Product Manager, Perfetti Van Melle, India: Ritesh Sud
Product Manager, Perfetti Van Melle, India: Varun Gattani
CEO and Chairman (Asia Pacific), McCann India: Prasoon Joshi
Executive Creative Director, McCann India: Kapil Batra
Creative Director, McCann India: Utsav Khare
General Manager: Nutan Sooda
Sr Brand Leader: Ashlesha Shukla
Sr Project Manager: Achal Kaushik
Production House: QED Films
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