GECs
Alpenliebe sweetens TV banter with fourth wall twist on Bhabhiji
MUMBAI: When the sugar rush hits prime time, even the fourth wall is fair game. Alpenliebe Gold has stirred up Hindi television with a playful new integration that lets comedy spill out of the script and straight into the living room.
As part of its new campaign, Alpenliebe Kholo, Meetha Bolo, the brand, in collaboration with WPP Media and led by Wavemaker, has executed an unusual “fourth wall” moment on Bhabhiji Ghar Par Hain. Instead of a routine in-show placement, the characters briefly step out of the storyline to address viewers directly, weaving the brand into the joke rather than interrupting it.
The first two integrations aired on 12 and 19 December 2025 on &TV and Zee5, with two more scheduled for January 2026. Designed for Hindi-speaking markets, the execution blends humour, familiarity and cultural nuance, ensuring the candy becomes part of the banter, not a break from it.
The idea taps into a simple insight: everyday conversations often turn rushed or sharp, and it takes very little to soften the tone. Alpenliebe Gold’s caramel sweetness becomes that pause button, nudging people to smile and, quite literally, “meetha bolo”.
Perfetti Van Melle India director marketing Gunjan Khetan said the brand wanted to move beyond cluttered, interruptive advertising and find a format that felt organic to the viewing experience. Breaking the fourth wall, she noted, allowed the message to feel like part of the conversation rather than a sales pitch.
WPP Media, president of client solutions for South Asia Ajay Gupte added that the integration was designed as storytelling, not placement. By letting characters acknowledge the audience, the campaign aims to hold attention without demanding it.
As viewers grow increasingly selective, this experiment underlines a broader shift in television advertising: when brands respect the story and the audience, even a sweet interruption can leave a lasting aftertaste.
GECs
Asianet Television Awards 2026 celebrates women power in Malayalam TV
“She is the Colour” theme honours icons as ceremony airs on March 14 and 15 at 7 PM.
MUMBAI: If television lights up living rooms, this year Asianet decided to let women provide the colour. The Asianet Television Awards 2026 turned the spotlight firmly on women empowerment with the theme “She is the Colour”, celebrating the strength, resilience and achievements of women who continue to shape society and the Malayalam entertainment industry.
The ceremony honoured several distinguished personalities whose journeys have left a lasting cultural imprint. Among them was legendary playback singer Vimala Varma, widely recognised as the first Malayalam playback singer. The evening also paid tribute to Padma Shri awardees Devaki Amma and Vimala Menon for their exceptional contributions in their respective fields.
Leading women from the Malayalam film industry were also recognised during the event, including actor Shweta Menon, who currently serves as president of the Association of Malayalam Movie Artists, and National Award winning actor Surabhi Lakshmi.
The awards ceremony brought together a glittering lineup of actors and industry figures, including Jayasurya, Vijay Babu, Asha Sarath, Lena, Esther Anil, Anumol, Akhila Bhargavan, Sarayu Mohan, Prajod Kalabhavan, Gayathri Suresh, Sabumon Abdusamad, Swasika, Tini Tom, Sijoy Varghese, Kailash, Veena Nandakumar, Sabareesh Varma, Ansiba Hassan and Dinesh Prabhakar. Kishan Kumar, executive vice president Malayalam at JioStar, was also present at the event.
Beyond individual recognitions, the awards celebrated excellence across Malayalam television, acknowledging artists and technicians whose work continues to drive the industry forward.
The evening also offered plenty of spectacle, with elaborate dance performances, stunt acts and comedy skits performed by popular television and film personalities, turning the ceremony into a full fledged entertainment showcase.
Viewers will get to watch the celebrations when the Asianet Television Awards 2026 air on Asianet on March 14 and 15, Saturday and Sunday, from 7 pm onwards, bringing the star studded tribute to homes across Kerala and beyond.
