Perfetti prompts youth to beat boredom with Alpenliebe Pop

Confectionery player Perfetti Van Melle India has launched a TVC that positions its lollipop Alpenliebe Pop as ‘anti-boring’. The ad film created by Ogilvy & Mather went on air on 9 July.

A young boy is seated in a bath tub reading his text book on the Greek scientist Archimedes and his theory of water displacement. Bored, he shuts the book, to find a bearded old man seated opposite him in the tub. The old man introduces himself to the scared boy as Archimedes. Affirming that the boy finds his theory boring, he explains that it is not possible for him to change the theory. He then pulls out a pack of Alpenliebe lollipop, offers it to the boy and says that Alpenliebe lollipop will help him deal with the boredom. The boy grabs the lollipop, tries it and smiles. The voice over says, ‘Alpenliebe Pop - Anti Boring’.

Nikhil Sharma, director-marketing, Perfetti Van Melle India, said, “In many markets across the world, lollipops have a significant consumption amongst youth while in India it is dominated by kids. Seeing this as an opportunity, the challenge for us as leaders is to not only increase consumption among current users but also convert non users into users. This communication is hence targeted specifically at the youth and is based on an insight that they can easily relate to.”

Anurag Agnihotri, group creative director, Ogilvy and Mather, said, “We borrowed the insight behind the ads from life. Every youngster, at some point or the other, grows bored of studying and says or at least thinks that if only he could get hold of the mathematicians, scientists etc. who formulated such complex equations, he would give them a piece of his mind.”

Credits

Client: Perfetti Van Malle

Creative agency: Ogilvy & Mather

Creative

National creative director: Abhijit Avasthi

Group creative director: Anurag Agnihotri

Senior Creative Director: Ashish Naik

Creative Director: Saurabh Dikshit

Account Management

President - branch head, Ogilvy North: Kapil Arora

Vice president - client services: Antara Suri 

Account director: Parul Madaan

Account supervisor: Mithila Manhas

Production house: Curious

Director: Vivek Kakkad 

Group creative director: Anurag Agnihotri