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.