Sign up for afaqs! Newsletters
Kajol to do magic for Alpenliebe; signed up as product ambassador
In a first ever move, Perfetti Van Melle India has signed up film actress Kajol as the product manager for its flagship brand, Alpenliebe
Perfetti Van Melle has done away with the no-celeb attitude in its communication. The confectionery major in India has roped in Bollywood actress Kajol as product ambassador to promote their flagship brand, Alpenliebe, in India. Its the first time in its 14 years of existence in India years that PVMI has signed a celebrity for one of its brands.
It seems that the company is slowly leaning towards having celebrities promote its brands. Cautions Sameer Suneja, head, marketing, Perfetti Van Melle India, “Perfetti has always believed in doing the best creative. At this point of time, the script we had fit extremely well with the presence of a celebrity such as Kajol.”
Alpenliebe's new product ambassador |
Adds Suneja, “So far we have not used any celebrities in our communications as our brands are salient enough due to edgy and cut-through communication. There is a need to move the sales of Alpenliebe to the next level. In Kajol, we saw a perfect fit for Alpenliebe and the messages the brand conveys. As a product manager, Kajol will appear as the face of Alpenliebe TVCs.”
The TVC has been created by McCann-Erickson. The company will decide whether to use Kajol in events and packaging as well. As of now, she will appear in the TVCs.