Alpenliebe, a flagship brand under Perfetti Van Melle India, has introduced its latest communication platform titled “Alpenliebe Kholo, Meetha Bolo.” The campaign focuses on a simple yet meaningful insight – everyday conversations often carry friction, sharpness or unintended tone, and a small gesture of sweetness can soften situations and improve interpersonal exchanges.
Unlike traditional confectionery advertisements that centre the product, this campaign uses Alpenliebe as a subtle emotional trigger rather than the hero. The candy becomes a symbolic reminder that kindness and warmth can transform conversations. The storytelling approach showcases relatable, real-life social behaviour rather than exaggerated or humorous tropes.
The ad film unfolds at a child’s birthday party, where a casual remark unintentionally dampens the atmosphere. The shift in tone after the child tastes Alpenliebe demonstrates the brand’s message: small positive reactions and thoughtful words can diffuse tension and create softer, more empathetic moments.
Gunjan Khetan, director of marketing at Perfetti Van Melle India, noted that the idea goes beyond flavour or indulgence. He emphasised that Alpenliebe has always stood for spreading sweetness, and with this campaign, the brand aims to remind people to pause, respond thoughtfully, and add empathy to communication — especially in a fast-paced world where conversations can feel rushed or transactional.
The campaign will be executed across television, digital platforms and social media, amplifying its message of everyday emotional connection and mindful communication.
