ITV

Tag: Ramesh Jayaraman

  • Alpenliebe launches new product with 47% fruit pulp

    Alpenliebe launches new product with 47% fruit pulp

    MUMBAI: Long gone are the days when the sole sign of the discerning Indian shopper, aka mom, was squeezing maximum value from her budget. Today she is not only looking for value for money offerings but equally important are the wellness benefits delivered by the product.

    Organisations attuned to changing shopper needs are responding with exactly that – A Better for You (BFY) portfolio. Nothing epitomises this truth more than two recent releases from the house of Perfetti Van Melle India – all new Alpenliebe POP and Alpenliebe Juzt Jelly Goody Bears.

    The first one is the relaunch of the Alpenliebe POP, a long popular brand of lollipops in India in two variants, with added fortification. First is the caramel variant which is added with calcium and second is cream-strawberry variant, with added vitamin C. Available at two price points, Rs 5 for a single lollipop and Rs 30 for a multi pop family pack.

    The second introduction, Goody Bears, is an extension under Alpenliebe Juzt Jelly, a brand which is a leader in the jellies segment and popular for its ‘made with 25 per cent fruit pulp’ credentials according to the company. Taking the wholesomeness credentials further, Goody Bears has 47 per cent fruit pulp and is enriched with vitamin C.  These bear shaped jellies come in a handy sachet which a mom can easily add to the child’s tiffin. One sachet fulfils 10 per cent of the daily vitamin C needs of a kid.

    And it’s for this reason that this innovation could be a perfect ‘tiffin treat’ for the concerned Indian mom, constantly seeking to walk the fine line between kids’ desire for sweet treat on one side and ensuring some nutritional value on the other. Goody Bears are priced at Rs 120 for a box containing 11 sachets.

    Perfetti Van Melle India managing director Ramesh Jayaraman says, “We passionately care about consumers and their ever-evolving needs. I am excited about the two new offerings, both in the Better For You segment.”
    The support plan for these innovations includes TV communication for Alpenliebe POPs and digital and on ground activations for Goody Bears.

    public://Image 2 .jpg

    To leverage e-commerce opportunity, Alpenliebe Juzt Jelly Goody Bears was rolled out exclusively on Paytm Mall. Paytm Mall COO Amit Sinha adds, “We are glad to have partnered with Perfetti Van Melle for the exclusive launch of Alpenliebe Juzt Jelly Goody Bears. This collaboration has given us the opportunity to bring this appealing jelly to kids across the country while offering a truly distinct retail experience. It is encouraging to see a larger number of FMCG brands appreciating the power of e-commerce while bringing new offerings to the Indian market.”

  • ‘Fun ko seriously lo!’; two Chupa Chups flavours launched

    ‘Fun ko seriously lo!’; two Chupa Chups flavours launched

    MUMBAI: It’s a Fun campaign. Perfetti Van Melle will surprise consumers with its tongue tickling sweet and sour taste in delicious Strawberry, Raw Mango and Mixed Fruit flavors. The distinctive shapes and textures of both the products naturally lend themselves to playful consumption.

    The communication for the new launch encapsulates the brand philosophy of ‘Fun ko seriously lo!’ (Taking fun seriously). The campaign will air across all major national and regional channels and digital media as well.

    In a statement, Perfetti Van Melle India MD Ramesh Jayaraman said, “Our recent launch, Chupa Chups Bubble Gum Filled Lollipops, has received a very positive response. With this launch now of Sour Bites and Belts, we are raising the innovation bar. The Chupa Chups fun personality is inherent in these offerings and their distinctive shape and textures offer great scope for playful consumption.’’

    Marketing director Rohit Kapoor said, “These are extremely successful formats in some international markets and it was indeed a challenge to bring these delightful offerings at mainstream price points in India. The launch will be supported by a communication campaign on ‘take fun seriously’ platform, that includes a new TVC, point of purchase material in general trade, visibility drive in Modern trade and digital campaign targeting the brand’s core teenage audience.”

    Ogilvy ECD Anurag Agnihotri said, “It’s a delight to create a fun piece of communication for a product that’s so true to its brand philosophy. The new Chupa Chups Sour Belt and Sour Bites commercial brings alive the positioning of ‘Fun ko seriously lo!’ in a cheeky and humorous manner.”

  • ‘Fun ko seriously lo!’; two Chupa Chups flavours launched

    ‘Fun ko seriously lo!’; two Chupa Chups flavours launched

    MUMBAI: It’s a Fun campaign. Perfetti Van Melle will surprise consumers with its tongue tickling sweet and sour taste in delicious Strawberry, Raw Mango and Mixed Fruit flavors. The distinctive shapes and textures of both the products naturally lend themselves to playful consumption.

    The communication for the new launch encapsulates the brand philosophy of ‘Fun ko seriously lo!’ (Taking fun seriously). The campaign will air across all major national and regional channels and digital media as well.

    In a statement, Perfetti Van Melle India MD Ramesh Jayaraman said, “Our recent launch, Chupa Chups Bubble Gum Filled Lollipops, has received a very positive response. With this launch now of Sour Bites and Belts, we are raising the innovation bar. The Chupa Chups fun personality is inherent in these offerings and their distinctive shape and textures offer great scope for playful consumption.’’

    Marketing director Rohit Kapoor said, “These are extremely successful formats in some international markets and it was indeed a challenge to bring these delightful offerings at mainstream price points in India. The launch will be supported by a communication campaign on ‘take fun seriously’ platform, that includes a new TVC, point of purchase material in general trade, visibility drive in Modern trade and digital campaign targeting the brand’s core teenage audience.”

    Ogilvy ECD Anurag Agnihotri said, “It’s a delight to create a fun piece of communication for a product that’s so true to its brand philosophy. The new Chupa Chups Sour Belt and Sour Bites commercial brings alive the positioning of ‘Fun ko seriously lo!’ in a cheeky and humorous manner.”

  • Meridian Communication creates Perfetti’s new ad campaign

    MUMBAI: Perfetti Van Melle India (PVMI) has launched an ad campaign for its latest offering in the snacks category, Stop Not Disks.

    The new TVC conceptualised and created by Meridian Communication is woven around the product‘s attribute of being crunchy which in turn leads to humourous incidents.

    Perfetti Van Melle India MD Ramesh Jayaraman said, “The core idea of the new Stop Not campaign is derived from the brand‘s attribute of being crunchy. The ‘crunch‘ is so loud that it disrupts events all around with unexpected results. The TVC is high on enjoyment and humour, and we are sure it will catch on with the youth.”

    Meridian Communication executive creative director and creative head Anurag Khandelwal said, “There are TVCs based on the concept of the product being crunchy but they are exaggerated in nature. We too have it defined it similarly but it is more in the real zone. Where there is a concept of ‘Mera Crunch mahan‘, we have distinguished it in a manner which is around the idea of the crunch sound being a disturbance.”

    The commercial is on-air across all major channels.

    The campaign has been launched in two executions, portraying different situations carrying the same message ‘Ekdum Bajedar‘. The first situation features a family spending a lazy Sunday afternoon together at a park. The story changes track when a boy in the park bites into his Stop Not Disks and the loud crunch distracts the father, who misses catching his son as he jumps off a tree. The second situation is a diving contest where the diver, who has a chance to win gold, completely misses his dive due to the loud crunch of Stop Not Disks.