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.
MAM
Fringe festival finally hits Mumbai stage in March
60 plus shows from 10–15 March 2026 at NCPA plus Bandra venues.
MUMBAI: The Fringe is no longer on the fringe, it’s centre stage in Mumbai, ready to turn the city into a creative playground. After nearly 80 years of shaking up global performance culture from Edinburgh to Prague and Adelaide, the world’s largest open-access arts movement makes its India debut with the Mumbai Fringe Festival from 10 to 15 March 2026.
Kicking off at the iconic Tata Theatre, NCPA, the six-day celebration will spill across Bandra’s buzzing creative circuit, Khar Comedy Club, 3 Art House and indifferent @ Gharonda delivering nearly 60 performances in comedy, theatre, poetry, storytelling and experimental work. This isn’t a sit-down spectacle; it’s a city on the move, with audiences hopping between venues to catch new voices and bold ideas in their rawest form.
The lineup mixes homegrown stars with international heavyweights. Rohan Joshi, Kanan Gill, Varun Grover, Aakash Gupta, Priya Malik, Amandeep Khayal, Urooj Ashfaq and Amit Tandon bring the Indian edge, while global gems include Nigel Miles Thomas’s award-winning solo Sherlock Holmes: The Last Act, The Shakespeare Edit’s striking Macbeth adaptation and David Hoskin’s genre-blending Haunted House (mime, comedy, storytelling mash-up). True to Fringe spirit, the programme thrives on intimacy, invention and fearless creative risks.
Tickets are already live on Bookmyshow, with several shows sold out, signalling strong early buzz. Co-founders Steve Gove (of the 25-year-old Prague Fringe) and Simar Singh (UnErase Poetry) are steering the ship, united by the belief that Mumbai and India is primed for the Fringe model.
Steve Gove said, “Bringing Fringe to Mumbai has been a long-held dream. Cities around the world have embraced this model and watched it reshape their creative landscapes. Mumbai has the energy, the appetite and the talent to make this extraordinary.”
Simar Singh added, “The Fringe model gives artists complete freedom. It creates space for new voices and unexpected ideas to meet audiences directly. Mumbai deserves a platform like this.”
Edinburgh Festival Fringe Society chief executive Tony Lankester chimed in, “Born in Scotland nearly 80 years ago, the Fringe has always stood for joy, openness and giving everyone a platform with minimal gatekeeping… We are delighted to see the Mumbai Fringe carry this same spirit forward.”
In a country bursting with artistic tradition, the Fringe’s arrival feels both overdue and electric, a chance for audiences to experience unfiltered, up-close performance that has quietly shaped modern theatre worldwide. Grab tickets on Bookmyshow before the best spots vanish. Mumbai’s creative margins just got a whole lot louder.
