'It's impossible to leave' says the new TVC of Chocoliebe Éclairs PLUS

Perfetti Van Melle India, the confectionery giant has recently launched "Chocoliebe clairs PLUS' first by adding the key differentiator clairs which is synonymous to the category and secondly adding "PLUS" which brings out taste superiority of the product when compared to clairs and also establishes the rich chocolaty experience inside a soft caramel. The brand's new TVC is positioned on the core creative idea of "Itni chocolatey, ki chhodna impossible" (So chocolaty that it is impossible to leave it) clearly emphasising that the moment one indulges in Chocoliebe clairs PLUS, the person completely gets lost in its taste and would not want to let go of it or share it with anyone and would go to any extent to get it back. The TVC sends across the message that the love for this rich plus chocolaty clairs will make any one dance to its tune 'Kara De Ta Ta Thaiya'.

This 50 seconds commercial has been created by Leo Burnett, headed by the versatile Creative Director Mr. Nitesh Tiwari and The TVC is directed by Mr. Abhijit Chaudhuri of QED Films.

Commenting on this new TVC, Sameer Suneja, MD, Perfetti Van Melle India, said, "The core idea of this new Chocoliebe clairs Plus TVC is derived from the brand's attribute of being irresistible, i.e. the moment one indulges in the chocolaty flavour of the new candy, the person completely gets lost in its flavour. Through this TVC we want our target audience who are not only kids but adults too, to experience the new Chocoliebe clairs Plus which is a unique product and is an innovation in the Eclairs segment

The film opens on a little boy walking in a forest. He rolls his tongue over his lips as he takes out a Chocoliebe clairs Plus from its pack with a jingle in the background, "O ho hoBaanke Bhaiya!" (O ho...clever boy!). As we hear his voice echo, "Nayi Chocoliebe clairs clairs", (New Chocoliebe clairs clairs) simultaneously we see a close up of a bird noticing the boy. An image of Chocoliebe clairs Plus appears in the bird's eye. The boy tosses the candy in the air to consume it, just then the bird comes flying, snatches the Chocoliebe and flies away; with a background jingle, "Hey baanke bhaiya chaturrrr chiraiya" (hey boyclever bird)

This cuts into another scene with a pack shot and product window, with the VO in the background, "Rich plus chocolaty, Nayi Chocoliebe clairs Plus" (Rich plus chocolaty, New Chocoliebe clairs Plus). Again the scene shifts to baby birds giving dirty looks to their mother while the little boy is still lost in the taste of Chocoliebe clairs Plus; with the Background Chorus, "Kara De Ta Ta Thaiya" (Chocoliebe clairs Plus will make any one dance to its tune)