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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.”

Kajol to do magic for Alpenliebe; signed up as product ambassador
Alpenliebe's new
product ambassador
The TVC with a tagline, ‘Laalach Aha Laplap’, endorses the fact that once you have an Alpenliebe, the desire and greed for it increases. The ad is about an alligator that Kajol sees in a zoo. She feeds him an Alpenliebe. After that, the alligator does not let Kajol out of sight and asks for more Alpenliebe.

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.

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