Alpenliebe, from Perfetti Van Melle, has launched its new ad film titled ‘Alpenliebe Kholo, Meetha Bolo’, centred on the idea that the brand’s rich caramel taste can ease moments of friction and bring people closer. The film presents the notion that words spoken in haste can turn warm situations cold, but the comforting richness associated with Alpenliebe can help soften interactions and resolve conflicts.
Watch the campaign here:
Set during a child’s birthday celebration, the story follows a guest who lands in an uncomfortable situation after an impulsive remark is taken the wrong way. At that moment, an Alpenliebe candy intervenes. As the young guest enjoys its rich caramel taste, the tone of his previously harsh words shifts to something softer and affectionate. Through this narrative, the film highlights how a seemingly small gesture can transform bitter words into sweet ones and help navigate delicate social moments.
The campaign keeps Alpenliebe’s signature taste at the core, positioning it in situations where conversations risk becoming tense and showing how kindness and thoughtful communication can change outcomes. The narrative focuses on the idea that in a fast-paced world where minor misunderstandings can quickly escalate, small acts of warmth and soft speech can make a meaningful difference.
Commenting on the launch, Gunjan Khetan, Director, Marketing, Perfetti Van Melle India, said, “Alpenliebe has always been synonymous with spreading sweetness, and now with ‘Alpenliebe Kholo, Meetha Bolo,’ we are extending that philosophy to the way people react in their moments of bitterness. Conversations today often get hurried, transactional, or even strained, but we believe that a little sweetness has the power to transform them and create space for warmth and togetherness. Beyond its rich caramel taste, Alpenliebe stands for enabling these small yet powerful shifts that make life a little sweeter.”
The campaign is running across TV, digital and social platforms. Alpenliebe continues to connect with consumers across India, maintaining its long-standing appeal since its launch in 1995.
