Stay optimistic, is Perfetti’s message

18 Aug,2020

By A Correspondent

 

Now Perfetti wanted to leave people with a simple message of hope i.e. if one can find their smile, one can find their way through these challenging times.

 

So out came a film conceptualised by Perfetti Van Melle and Ogilvy which closes with the message: “We will smile again”.

 

Said Rohit Kapoor, Director Marketing (India), Perfetti Van Melle: We want to leave the viewers with a simple message of hope, i.e., if we can find our smile, we can find our way through this tough period. And like the girl, who returns to her usual joyful state, we believe the world will also find its laughter once again.  The Alpenliebe in the little girl’s hand, is symbolic to Perfetti India, a sweet candy that can quickly lighten up a child’s face.

 

Added Anurag Agnihotri, Managing Partner-Creative, Ogilvy Mumbai: “The brand wanted to do a message of hope in the context of what we all are facing right now. Because this message was coming from a confectionery brand, we took care that the ad must belong to the category in an authentic manner. A kid is so happy to see a candy and we sort of used that as a metaphor to say we all will smile again. We devised the element of magic, in a fairy tale way, where candy is just a symbol of brightness and magic. We brought in magic dust etc in terms of execution. There is so much uncertainty and we must tell each other to keep faith and that everything will be fine again.”

 

 

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