Perfetti signs on Kareena Kapoor as brand ambassador for Alpenliebe 2 Choco Eclairs

24 Apr,2012

By A Correspondent


Perfetti Van Melle India (PVMI), the leading confectionery giant, has signed on Kareena Kapoor as brand ambassador for its all new Alpenliebe 2 Choco Eclairs brand. Ms Kapoor will feature in the launch TVC of Alpenliebe 2 Choco Eclairs and also in all mobile and internet campaigns of the brand. This is the first instance of a celebrity endorsement in the eclairs category and also Ms Kapoor’s first brand endorsement in the confectionary category.


Commenting on Ms Kapoor’s association with the brand, Mr. Nikhil Sharma, Director Marketing, Perfetti Van Melle India , 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 an irresistible mix of beauty, elegance and style. She fits perfectly with our product which promises consumers a great indulgent experience.”


Commenting on her endorsement, Kareena Kapoor said: “I am very proud to be associated with PVMI, which is one of India ‘s leading FMCG companies, known for their innovative products and creative advertising. Alpenliebe is one of India ‘s most loved brands and this innovative product under Alpenliebe has given me the opportunity to work on an exciting new campaign.”


The brief to McCann Erickson, PVMI’s partner creative agency was to create a clutter breaking TVC which stays true to the product promise of a rich, magical and indulgent experience. The new TVC conceptualized by Mr. Prasoon Joshi, Executive Chairman and CEO, McCann Erickson Worldwide India , 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. Commenting on the script, Mr Joshi said: “We wanted to use Kareena in a unique way and we were happy to stumble upon an idea which has immense charm and I am sure will be loved by the consumers.”


The TVC shot by ad film maker, Ravi Udyawar, involved a shoot at Mumbai’s Reliance studios followed by a complex post production process at animation studios inPolandandBlack Magic,Singapore. “This TVC has been one of my most challenging assignments. We shot live with Kareena and an actor, together to get the interaction and dance movements correct, we then replaced the actor with the bear, which was created on CGI. Getting the dance sequence between Kareena and the Bear required complex animation techniques. The facial expressions were motion captured and applied on to CG bear to look more authentic. The toughest part was creating the bear which is very difficult due to its fur body. Shooting with Kareena was a great experience, due to her understanding of the idea, flawless acting and timing. The music composed by Mikey McCleary adds great value and fits in perfectly with the overall look of the film while staying true to the naughty mood of the original song,” said Ravi Udyawar.


Perfetti Van Melle India Pvt. Ltd. (PVMI) is a name to reckon with in the India n confectionery industry and is a renowned manufacturer, distributor and marketer of several high quality products. With close to a 30 per cent market share, it is one of the leading players in the organized confectionery business in India today. The company, at present, has a diverse portfolio of brands across segments which it sells through various retail channels across the country. As a marketer, PVMI has always been known for its iconic, interesting and entertaining advertising.


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