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.