Perfetti Van Melle India (PVMI), the leading confectionery player, is known for its innovative products and clutter breaking advertising. And it’s no different this time too.
PVMI has launched a new TVC positioning its lollipop product, Alpenliebe Pop, as ‘Anti-Boring’ devices. The insight behind the ad stems from the fact that subjects like history and science are fascinating – but only to historians and scientists and not to the poor students who are forced to study them for their examinations. In the tongue-in-cheek ad film, Archimedes comes to life and offers the student an Alpenliebe Pop to deal with the boredom.
Driving on this insight the creative idea is to position Alpenliebe Pop as an ‘Anti-Boring’ device. It helps you get through dreary situations - whenever there is a really boring situation, one simply has to resort to an Alpenliebe Pop and avert the boredom.
Commenting on the launch, Nikhil Sharma, Director-Marketing, Perfetti Van Melle India said “In many markets across the world Lollipops have a significant consumption amongst youth while in India it is dominated by Kids. Seeing this as an opportunity, the challenge for us as leaders is to not only increase consumption among current users but also convert non users to users. This communication is hence targeted specifically at the youth and is based on an insight that they can easily relate to”
Anurag Agnihotri, GCD, Ogilvy & Mather — the ad agency that handles the brand said, “We borrowed the insight behind the ads from life. Every youngster, at some point or the other, grows bored of studying and says or at least thinks that if only he could get hold of the mathematicians, scientists etc. who formulated such complex equations, he would give them a piece of his mind.”
The product is available in three exciting flavors – Caramel, Cream Strawberry and Orange. Alpenliebe Pop looks set to be a product youngsters will latch on to in order to drive boredom out of their lives.
Creative
Abhijit Avasthi, National Creative Director
Anurag Agnihotri, Group Creative Director
Ashish Naik, Senior Creative Director
Saurabh Dikshit, Creative Director
Account Management
Kapil Arora, President - Branch Head, Ogilvy North
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