MAM
Kajol’s TVC for Alpenliebe builds on greed theme
NEW DELHI: Versatile actor Kajol has become the brand ambassador for the Alpenliebe candy and features in a new television commercial carrying on the theme of ‘Greed above all else‘.
This position of irresistibility had been the central thread for all previous communication for the brand and featured characters going to great lengths to be able to savour their favourite candy.
The new campaign builds further on this concept by putting three colorful characters in a sticky situation and to get through it, they must necessarily resist the temptation of an Alpenliebe candy.
The story is set in a row boat on a tranquil lake. But these old boats have a habit of springing a leak or two.
The campaign has been timed with the launch of a refreshed look for the entire Alpenliebe range. With this new and attractive packaging, Perfetti Van Melle is aiming to make the brand more contemporary and distinctive.
Group Product Manager Munir Lamba said, “India is a unique market, where most candies are sold in single pieces at low price points. This campaign is part of our effort to build larger pack formats for the consumers‘ enjoyment.”
Commenting on her role in the new campaign, Kajol said, “I have had a long association with Alpenliebe and it is one that I cherish. Working on this campaign was both fun and challenging. I especially enjoyed the whole retro look that this TVC has brought to life.”
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.
