Perfetti Van Melle has always been known for creating advertising that stands out with its wit and freshness. The confectionery giant has just launched a campaign for its brand Alpenliebe Juzt, conceptualised by McCann Delhi which unfolds in a jelly world. The TVC focuses on the everyday, frivolous situations that surprisingly become exciting in the jelly world capturing the theme ‘Jelly Ki Duniya, Mast Duniya’.
Nikhil Sharma, Director – Marketing, Perfetti Van Melle, said: “Alpenliebe Juzt Jelly has been one of our most successful launches. At the heart of this brand lies the format innovation which has been very well accepted by consumers. We have attempted to romanticize the jelly form in our new communication approach for the brand by creating its own world depicting the jelly properties in a playful manner and hope that it would help build a stronger bond with our consumers.”
The TVC is set in the world of jelly and focuses on the characters which are made out of jelly. The film starts with two men sitting on a bench and not letting another man to sit there even when that man wants them to adjust. Then the man leaves while other two men are seen laughing at him. Suddenly a hot voluptuous girl comes and wants to sit on that bench. Those two men excitingly let her sit between them. But then it shows that the hot girl is actually the daughter of the man who could not manage to sit on that bench earlier. The film ends with the daughter and father sitting on the bench while they kick other two men out.
Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific, CEO & Chief Creative Officer India, commented, “Juzt Jelly is a product which has already clicked with the consumers. We are really excited with this new campaign which will surely make an endearing bond with the target audience. Our Creative Director Kapil Batra, along with his team and film director Rajesh Krishnan, has really worked hard on this campaign. It’s always a joy for McCann to work with Perfetti and this is one more nugget from this partnership.”
Rajesh Krishnan, Director, Soda Films, commented, “This has been one of the most challenging jobs for us. Contrary to belief, animation is a bigger animal to tame than a day’s shoot, as is the case in case of regular TVCs. All in all, we at Soda Films are happy the way this has turned out.”
Credits:
Brand: Alpenliebe Juzt Jelly
Client: Perfetti Van Melle
Creative Agency: McCann Delhi
Chairman Asia Pacific, CEO & Chief Creative Officer India: Prasoon Joshi
Executive Creative Director: Kapil Batra
Creative Director: Rohit Devgan
Creative Team: Suparv Chotmarada, Jeet Kalra, Utsav Khare
Account Management: Nikhlesh Jhingan, Abhimanyu Aggarwal, Sumanka Gandhi
Film Dept: Jeet Kalra, Ankur Mondal
Production House: ?Soda Films?
Director: ?Rajesh Krishnan?
Animation Consultant: Saumen Patel
Producer: ?Ameya Dahibavkar?
Associate Producer: ?Mrudangi Jasani Baidya?
Post Coordinator: Ameeruddin Tolan
?Animation Post House: Unified (Franck Malmin)
Music: ?Amar Mangrulkar?
Sound design: ?Arun Crastos?
Online: ?Sumanth David