Alpenliebe is a rich milk caramel toffee. The brief was to create a press/poster campaign that would highlight the delicious flavour of the toffee. The target audience was anyone and everyone who loved toffee.

We commissioned a series of portraits of people from different parts of India, executed in the style of Raja Ravi Varma, a famous Indian painter. These paintings were true to detail except in one aspect – the tongue. In every portrait, the tongue was made to hang out by a long way to signify extreme greed, inspired, of course, by Alpenliebe. The tongues, though, look like they’re a part of the portrait. The baseline reads, ‘Laalach aha laplap’, a popular Hindi phrase that is colloquially used in India to indicate greed so uncontrollable that it makes one’s tongue loll out.

Since the brand proposition was integrated in an interesting way with an execution that was, well, tongue-in-cheek, brand awareness and recall shot up and sales went up drastically.