Ogilvy’s ‘anti-boring’ TVC for Alpenliebe Pop

11 Jul,2013

By A Correspondent


Leading confectionary player Perfetti Van Melle India (PVMI) has made yet another attempt to offer clutter-breaking advertising for its products.


PVMI has launched a new TVC positioning its lollipop product, Alpenliebe Pop, as ‘Anti-Boring’ devices. The insight behind the ad stems from the fact that subjects like history and science are fascinating – but only to historians and scientists and not to the poor students who are forced to study them for their examinations. In the tongue-in-cheek ad film, Archimedes comes to life and offers the student an Alpenliebe Pop to deal with the boredom.


Commenting on the launch, Nikhil Sharma, Director-Marketing, Perfetti Van Melle India said “In many markets across the world Lollipops have a significant consumption amongst youth while in India it is dominated by Kids. Seeing this as an opportunity, the challenge for us as leaders is to not only increase consumption among current users but also convert non users to users. This communication is hence targeted specifically at the youth and is based on an insight that they can easily relate to”


Said Anurag Agnihotri, GCD, Ogilvy & Mather, the creative agency that handles the brand, “We borrowed the insight behind the ads from life. Every youngster, at some point or the other, grows bored of studying and says or at least thinks that if only he could get hold of the mathematicians, scientists etc. who formulated such complex equations, he would give them a piece of his mind.”


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