Kajol Entices Alpenliebe

PERFETTI India Pvt Ltd, the wholly-owned subsidiary of Italian confectionery major Perfetti SpA, and the owner of Rs 100-crore-plus flagship brand Alpenliebe, has just signed Kajol as their new product ambassador. It's the first time that Perfetti Van Melle has roped in a celebrity for their commercials.

The new advertisement has hit the screens recently and stars Kajol with a crocodile. The tag line goes, 'Laalach Aha Laplap'. This proposes that once you taste Alpenliebe the desire and greed to have more of it never leaves. 'Check what happens when you share your Alpenliebe' is the description in English.

The advertisement shows an irritated Kajol with a crocodile following her everywhere. The reason why the crocodile follows her around is revealed in the climax of the commercial. The cause is apparently the fact that, Kajol once fed an alligator in the zoo with an Alpenliebe. After which the alligator continues to chase Kajol asking for more of the candy.

Sameer Suneja, head, marketing, Perfetti Van Melle India, "Perfetti has always believed in doing the best creative. At this point of time, the script we had fit extremely well with the presence of a celebrity such as Kajol."

Suneja also adds that its time for Alpenliebe sales to move to the next level. Kajol was a perfect fit for the communication message to be conveyed by the brand. So she will now be the face of Apenliebe TVCs. The commercials have been created by McCann-Erickson who is official advertising agency for Brand Alpenliebe in India.