MUMBAI: Perfetti Van Melle brings up a new and unique campaign for its leading jelly brand Alpenliebe Juzt Jelly which focuses on bear and bottle shaped jellies in the portfolio in an entertaining manner.

The new campaign aims to target the position Alpenliebe Juzt Jelly as the “Enabler of family fun”.  The purpose was to feature the two jellies together in the campaign. The film will be aired across major TV channels in India.

Perfetti Van Melle India director marketing Rohit Kapoor said, “At Perfetti, we are constantly reminding ourselves of our mission -‘Always innovating what confectionary can do’. This is evident not just in our product innovations but also in who we are targeting. With this TVC, we wanted to reach out to kids in lively cute manner and also to the entire family to promote shared consumption of jellies.”

McCann Delhi creative head Kapil Batra said, “To bring Alpenliebe Juzt Jelly’s shapes (bottles and bears) alive, we have created a world where these shapes, in addition to being irresistible, also have a mind of their own. Like in this film, how the bottles and the bears try to outsmart each other for their survival in this fun-loving family. We are optimistic about this campaign, and want to take this banterbaazi forward."

The campaign portrays one such occasion, takes the viewer on a rollercoaster ride of twist and turns, and endorses the idea of family fun centered around these Juzt Jelly characters. The story revolves around a bunch of bears and bottles trying not to end up as the family’s dessert. They try their best to convince the family members to eat the other one in their own unique ways.