Alpenliebe: Rural story for Alpenliebe - Effective use of home video
Aprajita Virmani
Campaign Details
Brand owner: Perfetti Van Melle LtdAgency: Maxus GlobalBrand: AlpenliebeCountry: IndiaChannels used: Branded content, Cinema, Other and ambient mediaMedia budget: Up to 500k
Executive summary
Alpenliebe is a major player in the billion-dollar Indian confectionery market. With rural regions of the country becoming increasingly important and accounting for up to 47% of the brand's revenue in previous years, the objective was to maintain saliency for the brand in rural regions by overcoming the impact of...