WPP Media, led by Wavemaker, has introduced a pioneering television integration for Alpenliebe Gold, marking India’s first-ever use of a “fourth wall” break in mainstream TV advertising. The innovative execution is part of Alpenliebe Gold’s new communication platform, “Alpenliebe Kholo, Meetha Bolo,” and was rolled out on the popular Hindi comedy show Bhabhiji Ghar Par Hain on &TV, with simultaneous streaming on Zee5.
Unlike traditional in-show placements, the integration allows characters to briefly step out of the storyline and directly address viewers. By doing so, the campaign transforms advertising from an interruption into a natural extension of the show’s humor and narrative style. The familiar characters, using wit and cultural nuance, deliver Alpenliebe Gold’s message in a way that feels conversational, relatable and entertaining.
The first two integrations aired on December 12 and 19, 2025, with two more scheduled for January 2026. Designed specifically for Hindi-speaking audiences, the format ensures strong brand recall while preserving viewer engagement-an increasingly critical challenge in today’s cluttered content environment.
The creative idea draws from a key consumer insight: modern conversations are often rushed or edged with negativity, and small emotional cues can soften interactions. Alpenliebe Gold’s signature caramel sweetness becomes that cue, encouraging people to pause, smile and “meetha bolo.”
Gunjan Khetan, Director Marketing, Perfetti Van Melle India, noted that breaking the fourth wall allowed the brand to move beyond conventional advertising and become part of everyday conversations. Ajay Gupte, President – Client Solutions, WPP Media South Asia, added that the integration reflects a shift toward immersive, story-led media thinking rooted in culture and consumer insight.
With this execution, Alpenliebe Gold and WPP Media redefine how brands can engage audiences on television-by blending storytelling, humor and innovation at scale.
