Perfetti launches Stop Not Disks new campaign "Ekdum Bajedar"

Perfetti Van Melle India (PVMI), the market leader in sugar confectionery well-known for its clutter-breaking advertising is launching a fresh campaign for its latest offering in the snacks category Stop Not Disks. The new television commercial is woven around the product’s attribute of being super crunchy that in turn leads to humorous incidents. The commercial is slated to go on-air from the December 17, ’12 across all major channels.

Commenting on the new Campaign, Mr. Ramesh Jayaraman, MD, Perfetti Van Melle India, said “The core idea of the new Stop Not campaign is derived from the brand’s attribute of being crunchy. The ‘Crunch’ is so loud that it disrupts events all around with unexpected results. The TVC is high on enjoyment and humor, and we are sure it will catch on with the youth.”

The campaign will be launched in two executions, portraying different situations and will carry the same message ‘Ekdum Bajedar’. The first situation features a family spending a lazy Sunday afternoon together at a park. The story changes track when a boy in the same park bites into his Stop Not Disks and the loud crunch distracts the father, who misses catching his son as he jumps off a tree. The second situation is a diving contest where the diver, who has a chance to win gold, completely misses his dive due to the loud crunch of Stop Not Disks.

Creative Credits:
Client: Perfetti Van Melle India Pvt. Ltd.
Agency: Meridian Communication Pvt. Ltd
Creative team: Anurag Khandelwal, Satish Desa
Account management team: Kevin Jacob, Sumera Dewan, Mohit Ahuja, Samrat Bedi
Production house: Tubelight Films
Director: Prashant Issar