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Alpenliebe Juzt Jelly’s new raw mango campaign tickles your funny bone



Picture 4Over the years, Perfetti Van Melle has established various confectionary sub-segments in the Indian market with its focus on quality and continuous innovation. And the introduction of new raw mango variant under its Alpenliebe Juzt Jelly portfolio is another case in point towards growing the jelly segment in the country. This exciting raw mango variant, made with 25% fruit pulp comes in the shape of a mango with a sweet and sour taste.

Alpenliebe Juzt Jelly is one of the most loved confectionery brands in India and the communication for this new raw mango variant launch is targeted at reinforcing the brand’s Irresistibility proposition.

The TVC showcases this irresistibility by turning the traditional family dynamics on its head. It tells you the story of a boy’s father and grandfather who’ve conspired together to grab hold of the boy’s Alpenliebe Juzt Jelly. As the duo discovers in the film, the boy is far too smart to fall in their trap.

Commenting on the campaign, Mandar Keskar, Category Head, Perfetti Van Melle India, said, Alpenliebe Juzt Jelly has been one of our most successful launches and is the market leader within jellies segment in India. One of the main reasons behind this growth has been fruit based format innovation. Raw Mango is a popular flavor among consumers and this launch offers this tempting flavor in unique jelly format. In this new communication, we have attempted to communicate the product’s irresistibility coming from its 25% Fruit pulp content and hope that it would help build a stronger and healthier bond with our consumers.

Kapil Batra, Executive Creative Director, McCann, added “Since its inception, Juzt Jelly has been positioned as a super irresistible treat. Our launch commercial had worked well and with this latest campaign we have attempted to accentuate the irresistible magic of Juzt Jelly. Am sure this new campaign will help the brand attain greater heights”

The TVC has been shot by veteran ad film maker, Abhijit Chaudhuri fondly known in the advertising fraternity as ‘Dadu’.

For over two decades, Perfetti Van Melle India Pvt. Ltd. (PVMI) has been a leading name in the Indian confectionery industry. With a clear focus on the discerning Indian taste, it has delighted one and all with innovative and quality products.


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