Perfetti Van Melle's brand Stop Not targets mobile users

Perfetti Van Melle India has conducted a marketing activity for its snacks brand Stop Not, aimed at mobile users in India. The campaign is conceptualised by Maxus India. In the campaign, more than 100 lakh pre-paid mobile users are targeted and will be provided a chance to win free recharge worth Rs 10 by calling on a toll-free number and saying "Stop Not" in a unique way. The company has partnered across all telecom circles for this initiative.

The campaign is based on Stop Not’s core messaging ‘Whatever Happens… Stop Not’ and according to the brand, is strategically designed to tap youth between the age group of 15 to 24 keeping in mind that 96% of pre-paid mobile users are young and are always running out of talktime.

Commenting on the initiative, Jayant Ambast, director-supply chain, Perfetti Van Melle India, said, “Technology combined with innovation is the new mantra for marketers today. We are exploring the digital platform more and more – on the web as well as mobile - to connect with our target audience. In this campaign, the brand values and the brand message are captured skillfully i.e. Whatever happens, Stop Not. The campaign aptly weaves together two elements – Stop Not’s irresistible image and the youth’s lifeline i.e. free mobile talktime.”

Unny Radhakrishnan, national director – digital, Maxus India, said, “The power of mobile marketing especially for a mass brand is when advertising is simple. Any message recall is best achieved at a time when the relevance of that message for a consumer is high. This is exactly what this campaign delivered for Stop Not.”