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.

“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,” said Perfetti Van Melle India  head marketing Sameer Suneja.

The Alpenliebe commerical, conceptualised by McCann Erickson, has the tagline ‘Laallach Aha Lalap’ 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.