Perfetti signs Kareena Kapoor as brand ambassador for Alpenliebe

NEW DELHI: Confectionery major Perfetti Van Melle India today said it has roped in Bollywood actor Kareena Kapoor as brand ambassador for its ' Alpenliebe 2 Choco Eclairs' brand.

Kareena will feature in the launch TV commercial of Alpenliebe 2 Choco Eclairs and also in all mobile and internet campaigns of the brand, Perfetti Van Melle India ( PVMI) said in a statement.

Commenting on the development, Perfetti Van Melle India Director Marketing Nikhil Sharma said today's youth identify Kapoor as a style icon and she fitted perfectly with the company's product "which promises consumers a great indulgent experience".

The company has signed Kapoor for a period of two years. It, however, did not share financial details of the deal.

According to the company, this is the first instance of a celebrity endorsement in the eclairs category and also Kapoor's first brand endorsement in the confectionery category.

PVMI is one of the leading players in the organised confectionery business in India. It currently has a diverse portfolio of brands across segments including -- candies and gums, which it sells through various retail channels across the country.

A fully-owned subsidiary of the global confectionery conglomerate, Perfetti Van Melle, PVMI started its operations in India in 1994.