MAM
Alpenliebe forays into fruit candy segment
NEW DELHI: Alpenliebe, one of the most popular confectionery brands in India, has forayed into the fruit candy segment with the launch of Alpenliebe JuiCyfills. Alpenliebe JuiCyfills is a value-added proposition in the fiercely competitive fruit candy segment. The new launch would be supported by a TVC which builds on the brand promise of ‘bringing hearts closer’, but with a splash of ‘Shararat’ (mischief).
Perfetti Van Melle India MD Rajesh Ramakrishnan said, “We take immense pride that Alpenliebe has delighted Indian consumers for over 25 years with its innovative offerings and heart-warming campaigns. We believe this offering will continue our mantra of bringing innovative, enjoyable products to the Indian consumer. We are excited to enter into the fruit candy segment that will offer consumers a differentiated juicy experience like never before.”
Perfetti Van Melle India director marketing Rohit Kapoor said, “With this launch, Alpenliebe enters the fruit candy segment and unlocks a huge growth opportunity for the brand. Alpenliebe JuiCyfills is a unique liquid-filled candy with fruit juice content and Vitamin C. In these testing times, Vitamin C has increased importance since it helps build immunity. As a brand, Alpenliebe has always focused on bringing hearts together and adding moments of togetherness around everyday gestures among families. The product’s fruitiness lends a sense of mischief which has been integrated with the brand purpose in the TVC. The launch would be supported with a 360 degree campaign across traditional, digital mediums, sampling and modern trade activation.”
McCann – New Delhi ECD and creative head Kapil Batra said “Alpenliebe, has always been about fun and family. So, for creating communication for Juicyfills, the latest offering from Alpenliebe, we were looking something that’s consistent with the brand personality but yet unique. And that’s how we landed on ‘shararat ka phal meetha bhi hota hai’. The ad film shows how Alpenliebe Juicyfills sparks an act of mischief that ends up bringing the dada- dadi together.”
The candy is a delicious offering with liquid filling inside that reminds one of the luscious fresh fruits. Developed with state-of-the-art technology, the candy contains fruit juice content & Vitamin C and promises a “juicy-filled” experience to the consumer. Packed in attractive colours of yellow and orange the candies are available in Mango and Orange flavours respectively.
It would be available in neighbourhood stores across the country and is priced at Re 1. In addition to the one-rupee pack, the product would be available in an attractive assorted pack at Rs. 50/- in select modern trade stores.
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
