MAM
Alpenliebe To Bring Hearts Closer
MUMBAI: Alpenliebe, the flagship candy brand of Perfetti Van Melle India, has launched a new campaign: ‘Alpenliebe Ghuley toh Dil Milein’. The TVC is centered around the sweet, rich taste of Alpenliebe and is the result of a comprehensive consumer demand space mapping.
Over the years, Alpenliebe has found its space in the Indian family set up. In India joint families are still popular and research showed that the inevitable tiffs between generations are still commonplace. The story was thus based on the insight that making the first move to apologize is still the biggest barrier to get family members talking again.
The commercial revolves around a little girl who, irked by the tension between her father and grandfather, uses her grandfather’s love for Alpenliebe to bring the duo closer. Using the candy as a bait, she lures the old man into walking up to the chess table where the father-son would often play each other before the fight. As the grandfather relishes the candy by the chess table, she leads her father into believing something that’s completely the opposite of reality. The campaign also stars Boman Irani to improve campaigns memorability, sweet charm and reinforce the message that Alpenliebe candy is for a treat for kids and adults alike.
Alpenliebe plays role of a catalyst for family bonding and positioned as a candy that “Brings Hearts Closer”.
Commenting on the campaign, Perfetti Van Melle India, Director Marketing, Rohit Kapoor said “the new ad campaign is in a warm and comforting space. The emotional story very beautifully involves the 3 generations of the family members and conveys the core message powerfully that rich indulgent taste of Alpenliebe triggers resolution of small tension points in the family. The communication tone is very consistent with brand values built over the years and hopefully should connect well with the audience.”
McCann Delhi, Creative head, Kapil Batra added, “The task was to dramatize the indulging experience that comes with an Alpenliebe and make it equally relevant to adults as well. With this campaign, we have managed to do that in a fun, light-hearted way.”
Boman Irani commented “I love getting lost while eating an Alpenliebe candy. The story is light hearted yet has family values at the core of it”
The new campaign will be aired across all mainstream TV channels and further amplified on digital medium.
Brands
Reema Kundnani joins Reliance as cmo of Jio World Centre
Kundnani steps in to shape Jio World Centre as a global hub of culture, business and experiences
MUMBAI: Reema Kundnani has joined Reliance industries limited as chief marketing officer at Jio World Centre, stepping into a role brimming with ambition and opportunity.
Sharing her excitement, Kundnani said, “At Reliance, the philosophy is simple — growth is life. It’s about continuous progress that is inclusive and nation-building.”
The Jio World Centre is no ordinary workplace. It is a vibrant hub where culture, retail, real estate, hospitality and business come together in perfect harmony. The platform includes Dhirubhai Ambani Square, Nita Mukesh Ambani Cultural Centre, Jio World Convention Centre, Jio World Drive, Jio World Garden, Jio World Plaza and Bay Club, with future plans for Jio World Residences, The Clubhouse and Jio World Offices.
Kundnani added, “After a meaningful pause, stepping into this role feels energising and deeply aligned. What excites me most is shaping the narrative of a truly global Indian destination, building brand equity and stakeholder value along the way.”
Her career path reflects a blend of luxury, real estate and marketing expertise. Kundnani spent over four years at Brookfield Properties in various senior roles, led marketing and luxury residential sales at Oberoi Realty for a decade, and has been on advisory boards for Sell.Do and Kylas. She has also held senior positions at Tech Mahindra and Oracle, bringing a wealth of experience to her new role.
With Kundnani at the helm, Jio World Centre looks set to not only showcase India’s best but also tell a global story, where culture, commerce and community intersect.
