MAM
Kareena Kapoor endorses Alpenliebe 2 Choco Eclairs
MUMBAI: Perfetti Van Melle India (PVMI), the Confectionary company, has roped in Bollywood actor Kareena Kapoor to endorse its Alpenliebe 2 Choco Eclairs brand.
This is the first instance of a celebrity endorsement in the Eclairs category and also Kapoor‘s first brand endorsement in the confectionary category, the company said.
PVMI director-marketing Nikhil Sharma said, “Today‘s youth immediately identify Kareena Kapoor as a style icon who has established herself through her work in Bollywood. When it came to selecting the right brand ambassador for Alpenlibe 2 Choco Eclairs, Kareena was a unanimous choice. She is a mix of beauty, elegance and style. She fits perfectly with our product which promises consumers a great indulgent experience.”
Kapoor will feature in the TVC, mobile and internet campaigns of the brand. The campaigns for the brand have been conceptualised by McCann Erickson.
The new TVC was made with an objective of introducing viewers to a magical world where a princess gets swept off her feet by the most unlikely of characters.
McCann Erickson Worldwide India chairman and CEO Prasoon Joshi said, “We wanted to use Kareena in a unique way and happy to stumble upon an idea which has immense charm and am sure will be loved by the consumers.”
The TVC is shot by ad film maker Ravi Udyawar, while the music is composed by Mikey McCleary.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
