By Malay Desai
By: JWT Delhi
A year after its launch campaign, Nestle’s premium confectionery brand Alpino has continued the initial approach. Unveiling more ‘couple conversations’, the films again portrays situations where one of them mentions something awkward, followed by the voiceover going, ‘Yeh koi share karne ki cheez hai?’ and showing the hidden message under the chocolate cover. One film shows a girl getting a tattoo when her partner begins thinking of one on another lady; and in another a man reminisces his former girlfriend’s lipstick flavour while his partner is putting on hers. Two more videos feature a compilation of ‘awkward things’ said by girls and guys each.
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Hello world’s largest food company with a host of proven and unproven allegations against your ethics, the good news is that this writer, despite being biased against you, has liked your efforts to remind us of last year’s launch, Alpino chocolates.
Taking on Italy’s Ferrero Rocher and Cadbury’s Toblerone wasn’t an easy deal, and last year’s launch campaign was unique, funny and the Rocher-like packaging might have helped you seep in the market. Exactly a year later, we see the same campaign extended and don’t mind it much.
The route here is to play up ‘sharing’, a buzzword for ice-cream and chocolate brands, and this year’s films harp on the exact ‘awkward moment’ situations of 2013. The straight-faced humour gets new scripts, and we particularly connected with the tattoo film where the guy is obliviously day-dreaming about another lady’s ‘secret part’ tattoo before realising he’s sharing too much.
There are two new films this year though, with a guy and a girl each talking to the camera dishing various bytes of awkward moments. If you’ve seen any of the funny videos produced by our comedy collectives or a Buzzfeed, you’d know where this share-able video content is inspired from. It’s a route we see a lot more brands taking in the future, especially for the web.
That said, the ‘premium’ feel of sophisticated settings and a gentle background score adds value to the objective, especially with the usage of black-and-white.
You’ve not scored another customer though, Nestle, for this writer isn’t compromising on his policy of not buying Nestle products. #justsaying
(To watch these film, look up the Nestle Alpino channel on YouTube link)
Look who cracked Facebook – Delhi cops!
Neighbourhood vigilantes have tried a hand, RJs do it all the time, but making a difference to our cities’ traffic has been an intimidating task. The Delhi Traffic Police, however which took to Facebook two years ago has now announced its success. 22,000 offenders have been booked thanks to leads from the social network, it says, and this includes 725 cops! The page, although aesthetically not up there, attracts dozens of posts and comments every day – of clickhappy citizens and information-seekers. The page’s admins on their part give out traffic updates, promise action on defaulters and even talk about good and bad cops! Bangalore too has been doing a fine job like this, we hear. Two thumbs up from us!
Pandu Havaldar likes this
Guwahati, Cocktail enrage social publics
The ugly molestation episode in Guwahati last week wasn’t even a talking point until a news video which recorded the incident viralled online. The ghastly images of a woman being groped by molesters on a busy street evoked rage for nearly two days on all media, with rants, arguments and opinions a-flying. One of the molester’s Facebook profile was hit upon, and his pictures were plastered all over the web calling him names. We don’t know whether FB can take credit for his nabbing later. In other outrages, the film Cocktail evoked strong feminist views all over the social web thanks to the stereotypical treatment it apparently mets out at Indian women. Women and film-molesters, be careful of Facebook, we suggest.
Nandini Sardesai likes this
Branson’s tweet helps duo make $1m!
Sometimes, your perfectly aligned set of stars simply needs a nudge from Twitter to begin their motions. American siblings aged 19 and 21 learnt this recently after the sister chanced upon a tweet from Virgin founder and billionaire Richard Branson. Asked to pitch in $2,000 for a charity dinner with him, the duo borrowed money and landed in Miami. After meeting Branson and briefing him about their social venture – a password storage system, they followed up with him later and managed to get an investor interested. A round of preliminaries later, the investor and Branson decided to fund MySocialCloud.com for one million dollars! This writer is now following the Branson types diligently now.
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