Wednesday,
July
11,
2007
Confectionery
major
Perfetti
Van
Melle
has
re-invented
its
advertising
strategy
for
India:
it
has
shed
its
no-celebrity
tag
for
communication.
Now
it
has
roped
in
Bollywood
actress
kajol
as
product
ambassador
for
promotion
of
its
premier
brand,
Alpenliebe.
In
its
14
years
of
existence
in
India,
Perfetti
has,
for
the
first
time,
signed
a
celebrity
for
one
of
its
brands.
It
is
apparent
that
the
company
increasingly
wants
to
have
celebrities
promote
its
brands.
However,
Sameer
Suneja,
marketing
head
of
Perfetti
Van
Melle
India
has
a
word
of
caution:
kajol
was
chosen
only
because
her
presence
was
necessitated
by
the
script.
The
hallmark
of
Perfetti
has
always
been
in
doing
the
best
creative.
The
television
commercial
has
an
alliterating
tagline,
'Laalach
Aha
Laplap',
endorsing
the
fact
that
once
you
have
an
Alpenliebe,
the
desire
and
greed
for
it
increases.
The
ad
features
kajol
seeing
an
alligator
in
a
zoo.
She
feed
him
an
Alpenliebe,
and
predictably,
the
allegator
follows
her
everywhere,
yearning
for
more.
Suneja
further
quipped
that
so
far
the
company
had
not
used
celebrities
as
its
brands
are
salient
enough
due
to
incisive
communication.
However,
there
was
a
need
to
move
the
sales
of
Alpenliebe
to
the
next
level,
and
kajol
was
deemed
as
the
natural
choice.
As
a
product
manager,
kajol
will
be
the
mascot
of
Alpenliebe
TV
commercials.
The
TV
commercial
has
been
created
by
the
advertising
agency
McCann-Erikson.
It
is
left
to
the
company's
discretion
to
use
kajol
in
events
and
packaging
as
well;
for
the
time
though,
she
will
adorn
the
TV
screens
with
the
tantalising
commercial.
Also
Read...
Aarti
Singh
hoping
to
get
her
due
My
travel
diary-Reena
Kapoor
Bani's
love
for
jeans
Gauri
speaks
about
Paraya
Dhan
Anand
on
his
serial
Mamta
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Story first published: Thursday, August 23, 2007, 11:39 [IST]