GURGAON: Saksham Kohli has landed at FCB India as president of FCB NEO, marking the end of a nearly seven-year stint at Cheil Worldwide where he shepherded Samsung’s flagship mobile campaigns.
The move, announced this month, sees Kohli swapping his associate vice-president perch at Cheil—where he orchestrated integrated campaigns for Samsung’s mobile portfolio and ecosystem products—for the top job at FCB’s new venture.
At Cheil since 2019, Kohli climbed from director of client services to associate vice-president, spending his final months managing full-funnel marketing strategies that blended creative, digital and media. Before that, he put in three years at Ogilvy, steering brands including Perfetti Van Melle, Pernod Ricard India, BMW Mini and Dupont through 40-odd large-scale integrated campaigns.
His advertising pedigree includes a two-and-a-half-year spell at FCB Global (2013-2016) handling Whirlpool’s India operations, plus stints at McCann on Aircel, Ogilvy & Mather on KFC India, Publicis on Beam Global Spirits & Wine, and BBDO India on Wrigley’s and Hewlett Packard.
Kohli’s pitch: marketing that starts with understanding people and ends with measurable impact. Whether FCB Neo delivers on that promise remains to be seen—but with a Samsung-sized portfolio under his belt, he’s certainly had the practice.
MUMBAI: Alpenliebe has dropped a game-changer for sweet tooths everywhere: India’s first-ever lollipop with a gooey choco core. Say hello to Alpenliebe Eclairs Pop, a caramel-coated candy surprise that oozes rich chocolate at the heart of every lick.
Known for its classic Eclairs with that irresistible molten centre, the brand has now taken things up a stick-literally. At just Rs 5 a pop, the Eclairs Pop delivers indulgence in a pocket-sized, on-the-go avatar. Whether you’re a slow licker or a single-bite rebel, this new launch promises a sugar rush with style.
Aimed at teens and young adults who want their cravings satisfied fast and flavorful, the Eclairs Pop is Alpenliebe’s way of turning an ordinary snack into a cheeky, liquid choco-packed moment of bliss.
“With Alpenliebe Eclairs Pop, our aim was to extend a much-loved experience into a new, convenient format. We know how deeply loved the Eclairs’ choco center is – and this product carries that indulgence forward in every way. Teens and young adults are seeking richer, more immersive treats even in everyday formats—and Eclairs Pop is just that. Not a twist, but a natural evolution of what they already enjoy,” said Perfetti Van Melle India director marketing Gunjan Khetan.
MUMBAI: He’s put himself in for challenging yet exciting role. Former Britannia Industries CMO Amit Doshi is set to join PhonePe as Chief Marketing Officer. His getting connected to PhonePe comes at a time when the fintech has drawn a line to go for public offering.
Over the years , Amit has worked with brands such as Lenovo , Perfetti Van Melle where he left an indelible mark by expanding the reach and sales of the brands under his remit.
At Britannia he had oversight over the biscuits, crème wafers, and salty snacks categories. His appointment at PhonePe will see him drive the company’s expansion strategy, positioning him to lead impactful marketing and brand-building efforts.
Mumbai: As the summer heat begins to rise, Alpenliebe, one of the legacy brands from the house of Perfetti Van Melle, announces the addition of the Mango dlavour to its delectable Alpenliebe Popfills range of lollipops.
In August 2022, Alpenliebe Popfills revolutionized the lollipop experience by offering consumers the ‘best of both worlds’: a lollipop that combines the classic crunch of a candy’s exterior with a center that is smooth and creamy, providing a delightful ‘Lick & Chomp’ sensation. Building upon the success of the original caramel flavour, Alpenliebe Popfills has unveiled its newest Mango flavoured lollipop.
Evoking the essence of summer with every lick, Alpenliebe Popfills Mango flavoured lollipop promises to transport taste buds to a tropical paradise. Packed with the irresistible sweetness of ripe mangoes, this luscious treat provides an indulging escape from the summer heat.
Commenting on the new launch, Perfetti Van Melle India (PVMI) marketing director Gunjan Khetan said, “Alpenliebe is thrilled to expand its Popfills lollipop range with the introduction of Mango flavour. Every summer, kids eagerly anticipate the arrival of mango season, and with Popfills Mango, they can now relish the delightful essence year-round! We are excited to bring the joy Alpenliebe Popfills Mango to our valued customers across India.”
The new offering of Alpenliebe Popfills Mango flavoured lollipop is now available at your nearby stores at a price point of Rs 5.
Mumbai: Chupa Chups, one of the most iconic confectionery brands from the house of Perfetti Van Melle, has once again dialed up its quirk quotient with the introduction of three new whacky shapes- cat, feet, and crawlers, as an addition to its sour jelly portfolio. The brand known for its spontaneous and cheeky fun has also launched an exclusive campaign Shape of Fun to bring alive the new shapes. The campaign dials up further on the brand’s global philosophy of forever fun which manifests into a strong call to action and positioning in the form of Kabhi Ruke Na Fun for India.
Known for its Sour sanded & playful offerings, Chupa Chups continues to redefine the confectionery experience, this time with the launch of distinctive flavours in playful shapes and eye-catching packaging. The dual-coloured jellies, infused with sour taste and prank-inspired shapes promise to elevate the consumption experience. The assortment includes three new bags – one for each shape Rockat, CrazyFeet & Crawlers, available in a wide range of flavors across the three packs Watermelon, Orange, Strawberry, Cola, Lime, Apple, and Blackcurrant flavors. It boasts of a vibrant combination promising a burst of creativity and fun in every bite, offering three shapes, seven flavors, and nine vibrant colors. Each pack is priced at Rs 10 for General Trade. Bigger packs for Organized Trade are also expected to hit the market soon.
The launch is being supported with an exclusive TV and digital campaign hitting the screens nationwide in March.
Conceptualized by Ogilvy, it opens in a karate class, in which the New Chupa Chups shapes are brought alive through a set of dramatic sequences. Packed with some unexpected twists and moves, the drama is around New Shapes that set the crescendo for Fun and trigger some delightful madness amongst kids and teens.
Culminating with a twist where the puzzled Sensei also finds himself swept up in the frenzy, the vibrant ad promises to captivate everyone, nudging them to keep having fun.
The campaign will air nationwide across channels on TV with a strong digital activation.
Speaking about the campaign, Perfetti Van Melle India marketing director Gunjan Khetan said, “Chupa Chups has consistently excelled in its product portfolio, providing consumers with unique offerings infused with innovation and fun in every aspect. We offer a wide assortment of sour jellies in playable formats –Belts, Bites, and Tubes and in Lollipops segment, we pioneered the very popular Gum filled lollipop and dual coloured Mix-up pop.
As we launch the ‘Shape of Fun’ campaign for our latest innovation, we take pride in introducing these jellies, adding a dash of creativity to each moment. Our commitment to ‘Kabhi Na Ruke Fun’ is reflected in these quirky shapes, adding an element of surprise to the everyday. With every bite, we invite consumers to experience a playful twist, embracing non-stop fun.”
Commenting on conceptualizing the campaign, Ogilvy executive creative director Shahrukh Irani said, “Chupa Chups has always been about fun that never stops. And the launch of these three unique shapes, just added to it. The cat, feet and crawler shapes were so much fun that all we had to do was take a simple premise, and just let the shapes take over. Quite literally”
The brand-new offerings will be accessible across all general and modern trade outlets in the coming months and will be supported by digital and modern trade activations to further engage consumers.
Mumbai: Happydent, Perfetti Van Melle India’s beloved chewing gum brand, has always been known for enabling sparkling smiles through its brand proposition “Dikha Battissi Kar Baat Achhi Si”. For the first time ever in India, Happydent hosted a one of its kind stand-up comedy show “Sign to Smile” in Mumbai on World Smile Day for the hearing impaired, breaking the barriers and embracing inclusivity. The show witnessed some of India’s favourite stand-up comedians taking the stage including Abhishek Upmanyu, Urooj Ashfaq, Anirban Dasgupta, Shreeja Chaturvedi, Shashwat Maheshwari, Madhvendra Singh along with three sign language translators who played a pivotal role in translating the show seamlessly. It also featured Shubham Chaudhary, an ISL (Indian Sign Language) performer and actor, who added a unique comedic dimension to the show while making it accessible to all.
In line with the World Smile Day theme ‘Do something kind and make someone smile’, the event proved that humor knows no boundaries. Happydent’s pioneering initiative not only showcased its dedication to spreading sparkling smiles but also underscored the importance of making the world a more inclusive place for all.
Commenting on this exceptional initiative, Perfetti Van Melle India chief marketing officer Gunjan Khetan stated, “On World Smile Day, we brought smiles that radiated from ear to ear. Happydent is all about sparkling smiles, and our unique event “Sign To Smile” exemplified our commitment to enabling smiles. We are proud to partner with India Signing Hands in creating an unforgettable evening of humor and inclusivity.”
Indian Signing Hands (ISH) founder & CEO Alok Kejriwal expressed their pride in being part of the ‘Sign to Smile’ show. They said, “Translating humour for the hearing-impaired audience is a rewarding experience, and ‘Sign to Smile’ by Happydent exemplifies the power of a smile in breaking down barriers. We are delighted to have contributed to this one-of-its-kind initiative, making smile accessible to all and fostering inclusivity through sign language.”
Harshil Karia, founder and MD of Schbang, the creative, media, and technology transformation company that partnered with Happydent on the ‘Sign to Smile’ campaign, shared his thoughts, stating, ” Our collaboration with Happydent for the ‘Sign to Smile’ campaign has been an inspiring journey into the realm of creativity and inclusivity. This initiative celebrates laughter’s universal appeal and aims to make humor accessible to everyone, breaking down barriers and uniting people from all walks of life. Happydent has entered a territory where humor becomes a universal language, and we’re excited for more innovative collaborations in the future.”
“Sign To Smile” transcends the boundaries of a typical comedy show and celebrates inclusion and the power of laughter to unite us all.
Mumbai: Chupa Chups, one of the most iconic confectionary brands from the house of Perfetti Van Melle, is ready to dial up the fun quotient with the launch of Chupa Chups Sour Tubes– India’s first ever jelly in a long tubular format.
The sour tubes come in unique tubular format with a delectable chewy fondant filling and Chupa Chups’ trademark sweet-sour sanding. The product comes in strawberry and watermelon flavours with three tubes in a single pack at Rs 10, and also a bigger shareable modern trade pack with eight tubes at Rs 50. With their vibrant colours and flavour, these tubes promise to be a treat for both the eyes and taste buds!
Chupa Chups has consistently disrupted the conventional norms in the category by introducing groundbreaking innovations that has been captivating consumers. From the fusion of lollipops and bubble gums with Chupa Chups Gum Filled Lollipop to the pioneering range of Chupa Chups jellies’ which have a unique sour sanded and playable formats of belts, bites and mini tubes, the brand has redefined the confectionery segment. With the launch of all-new Sour Tubes, the brand will further solidify its image as an innovative, young brand, especially for those who seek unique and differentiated confectionery products.
Talking about the new launch in Chupa Chups, Perfetti Van Melle India managing director Rajesh Ramakrishnan emphasized the vital role of innovation in the confectionary segment, “Confectionery segment thrives on innovation. For Chupa Chups, we have always endeavoured to explore novel, never-tried-before formats to maintain the brand’s growth while up-aging and premiumizing the category. With the launch of Chupa Chups Sour Tubes, we are taking yet another step in that direction and cannot wait to see our consumer’s response.”
The new launch will be accompanied by a digital campaign that will amplify the brand promise of ‘forever fun’ among target audience. The digital film unfolds with a group of friends in a café cleverly extending their moment of fun by playfully placing the sour tubes as straws in their empty glasses. They hilariously convince a skeptical waiter that they are enjoying an invisible drink while secretly enjoying the delectable flavour of the sour tubes. The sequence is complemented by a lively soundtrack that not only builds excitement but also skillfully holds the entire sequence. All of this is inspired by the fruity flavors of Chupa Chups Tubes, which always espouses the philosophy of Forever Fun. The product launch will be supported by digital and modern trade activations to further engage consumers.
Speaking about the supporting campaign, Perfetti Van Melle India director marketing Gunjan Khetan said, “At Perfetti, we believe in refreshing consumer interest in our product categories with the introduction of contemporary offerings. Chupa Chups’ diversification in the unique format of Sour Tubes benefits the category, and the distinctive shape and texture offers great scope for playful consumption. Therefore, we have attempted to bring alive the same ‘spontaneous fun’ philosophy in our launch campaign as well. The campaign will be supported with digital, product sampling and POSM, providing a comprehensive and engaging experience for consumers.”
Commenting on conceptualizing the campaign, Ogilvy West creative partner Anurag Agnihotri said, “Every Chupa product is fun to play with. Sour Tubes is probably the most playable yet. The long tube shape sparked our imagination. So all we did was, had fun showing how you can have fun with it”.
Mumbai: Center fresh, the gum and mint brand from Perfetti Van Melle has announced its marquee collaboration with Bollywood filmmaker Karan Johar’s Dharma 2.0 for a series of two digital films. The campaign collaboration has been facilitated by Wavemaker India, with support on the creative front from Ogilvy India.
As part of this collaboration, Center fresh and Dharma 2.0 will release two digital films that will explore the possibilities and nuances of fresh breath confidence but with the Dharma twist. The brand’s proposition of fresh breath confidence will be at the core of the digital films, while the storytelling will have a distinctive Bollywood treatment that’s contemporary, fresh and relatable, the brand said.
This collaboration was announced on social channels by Karan Johar with an engaging video, shot in his inimitable style conveying the seamless brand partnership.
The creative ideation of this premise is credited to Punit Malhotra & his team from Dharma 2.0. “Dharma 2.0 intends to bring the same level of aesthetic quality and signature professionalism of the movie production business, and holds a competitive edge over other established players in its space just like Center fresh stands out loud in the confectionery sector. This 25+ years old brand is a flawless match for Dharma 2.0,” said Punit Malhotra.
The first digital film titled “Parda” in the series stars Anjali Sivaraman with popular actor & dancer Shantanu Maheshwari in leading roles. In times when the faces of people are not fully visible due to mask-wearing protocols – how do you test the waters of attraction and initiate a conversation with someone you think you like. This relatable premise forms the crux of the film.
The storyline of this digital film revolves around the morning office-going ritual of two individuals with the female lead keen to break the ice and engage in a conversation with her fellow passenger in the lift.
Commenting on the partnership, Perfetti Van Melle India – director marketing Rohit Kapoor said, “Pushing the envelope on the creative front with fresh breath confidence at the core is part of Center fresh’s DNA. Over the last few years, we have been putting out digital content across key digital platforms to engage with our core consumers on a medium relevant for them. Our collaboration with Dharma 2.0. is to marry the magic of boy-girl first meetings with the world of Center fresh’s fresh breath confidence and thereby create something unique for our young consumers to enjoy and retain the ‘freshness’ the brand offers.”
The Center fresh X Dharma 2.0 collaboration will also be amplified through social media promotions and by Karan Johar himself. The second film under this collaboration is expected to be out early next year.
Speaking about the film, Johar said, “Both Dharma and the brand Center fresh are known for their youth-focused appeal and initiatives and this collaboration further solidifies these very sensibilities. My goal has been to add the extra oomph of the unexpected, to this modern-day rendition of the plot.”
“Center fresh with its fresh approach to creative communication has always associated with youth through its innovative campaigns. With this campaign, we have successfully established the connection of two young brands who share the same DNA and are poised to offer fresh content to the youth,” Wavemaker India chief content officer Karthik Nagarajan said.
New Delhi: Wavemaker India today announced that it has retained media duties for Perfetti Van Melle. Wavemaker has been furthermore entrusted with integrated media duties for Perfetti Van Melle India.
Wavemaker India has been the media agency on records since 2006 in India. The multi-agency pitch saw participation from other leading agencies. The account will continue to be handled out of Gurugram office.
PVM director marketing Rohit Kapoor said, “Wavemaker has been a trusted partner for nearly 14 years now and we are delighted that our partnership will start its 3rd innings after a well contested integrated media pitch process. Wavemaker has over the years played a significant role in our success and we hope this innings will be an equally good one for both of us.”
Wavemaker CEO – South Asia Ajay Gupte expressed, “We are extremely thrilled to renew our relationship with Perfetti Van Melle. It is a matter of great pride to win additional mandate of integrated media and continue the traditional media mandate. I am confident with our new operating system, newer models in analytics, e-commerce and media we will be able to unlock growth and drive further efficiency to the brand”.
In addition, Wavemaker has been appointed by the sweets giant to handle the account in other main markets US, China, Netherlands – as well as in the UK, MENA, Belgium, Turkey and Indonesia – after a series of local pitches held throughout 2020. Wavemaker now handles 85 per cent of Perfetti Van Melle’s global media spend.
Wavemaker chief client officer and Head – North & East Manso Datta said, “This is an extremely exciting moment for us. To renew our 14 year long relationship and get entrusted with additional digital mandate over our core media mandate is a testament of the existing equity we enjoy with PVML along with our expertise and competency on digital media . We eagerly look forward to creating innovative and award-winning work for Perfetti Van Melle”.
Perfetti Van Melle is one of the world’s largest manufacturer and distributors of confectionery and chewing gum. Perfetti Van Melle India is the manufacturer of the brands like Mentos, Alpenliebe, Chupa Chups, Center Fresh, Happydent, Center Fruit and many more.
NEW DELHI: Alpenliebe, one of the most popular confectionery brands in India, has forayed into the fruit candy segment with the launch of Alpenliebe JuiCyfills. Alpenliebe JuiCyfills is a value-added proposition in the fiercely competitive fruit candy segment. The new launch would be supported by a TVC which builds on the brand promise of ‘bringing hearts closer’, but with a splash of ‘Shararat’ (mischief).
Perfetti Van Melle India MD Rajesh Ramakrishnan said, “We take immense pride that Alpenliebe has delighted Indian consumers for over 25 years with its innovative offerings and heart-warming campaigns. We believe this offering will continue our mantra of bringing innovative, enjoyable products to the Indian consumer. We are excited to enter into the fruit candy segment that will offer consumers a differentiated juicy experience like never before.”
Perfetti Van Melle India director marketing Rohit Kapoor said, “With this launch, Alpenliebe enters the fruit candy segment and unlocks a huge growth opportunity for the brand. Alpenliebe JuiCyfills is a unique liquid-filled candy with fruit juice content and Vitamin C. In these testing times, Vitamin C has increased importance since it helps build immunity. As a brand, Alpenliebe has always focused on bringing hearts together and adding moments of togetherness around everyday gestures among families. The product’s fruitiness lends a sense of mischief which has been integrated with the brand purpose in the TVC. The launch would be supported with a 360 degree campaign across traditional, digital mediums, sampling and modern trade activation.”
McCann – New Delhi ECD and creative head Kapil Batra said “Alpenliebe, has always been about fun and family. So, for creating communication for Juicyfills, the latest offering from Alpenliebe, we were looking something that’s consistent with the brand personality but yet unique. And that’s how we landed on ‘shararat ka phal meetha bhi hota hai’. The ad film shows how Alpenliebe Juicyfills sparks an act of mischief that ends up bringing the dada- dadi together.”
The candy is a delicious offering with liquid filling inside that reminds one of the luscious fresh fruits. Developed with state-of-the-art technology, the candy contains fruit juice content & Vitamin C and promises a “juicy-filled” experience to the consumer. Packed in attractive colours of yellow and orange the candies are available in Mango and Orange flavours respectively.
It would be available in neighbourhood stores across the country and is priced at Re 1. In addition to the one-rupee pack, the product would be available in an attractive assorted pack at Rs. 50/- in select modern trade stores.
