MAM
A lollipop that kills boredom
MUMBAI: Alpenliebe Pop is the new ‘Anti-Boring‘ device. Perfetti Van Melle India (PVMI), the leading confectionery player which is known for its innovative products and clutter breaking advertising has launched a new TVC positioning its lollipop product, Alpenliebe Pop, as ‘Anti-Boring‘ device.
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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 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.
The creative idea behind Alpenliebe Pop is that it helps one 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, Perfetti Van Melle India director-marketing Nikhil Sharma 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.”
Ogilvy & Mather GCD Anurag Agnihotri 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.
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
