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
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
