MUMBAI: Perfetti Van Melle India has roped in actress Kajol as the brand ambassador for Alpenliebe. This is the first time that the confectionary major has signed a celebrity for its brands.
Ã¢â‚¬Å“We have not used any celebrities in our communications as our brands are salient enough due to edgy and cut-through communication. Our flagship brand Alpenliebe is a big hit among all age groups of the society. Alpenliebe is the market leader and we wanted to move its sales to the next level. In Kajol, we saw a perfect fit for Alpenliebe and the messages that the brand conveys,Ã¢â‚¬Â said Perfetti Van Melle India head marketing Sameer Suneja.
The Alpenliebe commerical, conceptualised by McCann Erickson, has the tagline Ã¢â‚¬ËœLaallach Aha LalapÃ¢â‚¬â„¢ and endorses the fact that once you have Alpenliebe, the greed for it increases. Joining Kajol in the ad is an aligator who refuses to go out of her sight.