GECs
Alpenliebe sweetens TV banter with fourth wall twist on Bhabhiji
MUMBAI: When the sugar rush hits prime time, even the fourth wall is fair game. Alpenliebe Gold has stirred up Hindi television with a playful new integration that lets comedy spill out of the script and straight into the living room.
As part of its new campaign, Alpenliebe Kholo, Meetha Bolo, the brand, in collaboration with WPP Media and led by Wavemaker, has executed an unusual “fourth wall” moment on Bhabhiji Ghar Par Hain. Instead of a routine in-show placement, the characters briefly step out of the storyline to address viewers directly, weaving the brand into the joke rather than interrupting it.
The first two integrations aired on 12 and 19 December 2025 on &TV and Zee5, with two more scheduled for January 2026. Designed for Hindi-speaking markets, the execution blends humour, familiarity and cultural nuance, ensuring the candy becomes part of the banter, not a break from it.
The idea taps into a simple insight: everyday conversations often turn rushed or sharp, and it takes very little to soften the tone. Alpenliebe Gold’s caramel sweetness becomes that pause button, nudging people to smile and, quite literally, “meetha bolo”.
Perfetti Van Melle India director marketing Gunjan Khetan said the brand wanted to move beyond cluttered, interruptive advertising and find a format that felt organic to the viewing experience. Breaking the fourth wall, she noted, allowed the message to feel like part of the conversation rather than a sales pitch.
WPP Media, president of client solutions for South Asia Ajay Gupte added that the integration was designed as storytelling, not placement. By letting characters acknowledge the audience, the campaign aims to hold attention without demanding it.
As viewers grow increasingly selective, this experiment underlines a broader shift in television advertising: when brands respect the story and the audience, even a sweet interruption can leave a lasting aftertaste.
GECs
Sony PAL to air Sankat Mochan Hanuman from May 4 at 9 PM
Mythological series brings Lord Hanuman’s tale of devotion and courage back to TV
MUMBAI: Sony PAL is set to bring back the timeless mythological series Sankat Mochan Hanuman, with its premiere scheduled for May 4 at 9 PM. The show revisits the legendary journey of Lord Hanuman, offering viewers a chance to reconnect with one of Indian mythology’s most revered figures.
Centred on themes of devotion, courage and righteousness, the series traces Hanuman’s unwavering loyalty to Lord Ram and his fearless stand against evil. With its mix of dramatic storytelling and visually rich sequences, the show aims to deliver both entertainment and spiritual resonance, appealing to audiences across age groups.
The narrative unfolds as a larger-than-life saga, positioning Hanuman as the ultimate protector and a symbol of strength and selfless service. His journey, rooted in faith and duty, continues to strike a chord with viewers, making the series as relevant today as ever.
The cast features Gagan Malik as Lord Ram, Debalina Chatterjee as Sita, Nirbhay Wadhwa in the titular role, and Saurav Gurjar as Raavan. Their performances bring depth and authenticity to characters deeply embedded in Indian cultural memory.
With its return to television, the show is positioned as more than just a rerun. It taps into a renewed appetite for mythological storytelling, blending nostalgia with timeless values.
As audiences increasingly seek content that resonates beyond entertainment, ‘Sankat Mochan Hanuman’ offers a familiar yet powerful narrative, reminding viewers that stories of faith and courage never really go out of style.
