Center Fruit comes out with new 'tongue wagging' film

Conceptualised by Ogilvy & Mather, Mumbai, the gum brand takes its evergreen proposition into the jungle this time and helps catch hidden robbers

BestMediaInfo Bureau | Mumbai | January 30, 2017

Click on the image to watch the TVC.

Perfetti Van Melle India has launched a new campaign for its gum brand Center Fruit. Taking their proposition 'Kaisi jeebh laplapayi' forward, the new TVC, conceptualised by Ogilvy & Mather, Mumbai, takes the viewers into the jungle this time around.

The commercial opens with a search party of forest rangers under fire from hidden robbers. The search party takes cover and starts a counter operation to catch the robbers. The drill turns the dismal scenario on its head as the forest rangers use Center Fruit to locate the hidden robbers. As a Center Fruit banner is unfurled, the robbers can't stop themselves from wagging their tongues at it. A young sharpshooter, guided only by the sound of their 'laplap' or wagging tongues, starts firing darts at the hidden robbers. Thus, Center Fruit helps the forest rangers capture the notorious robbers simply by being irresistible.

Commenting on the new campaign, Arun Sharma, Associate Category Director, Marketing, Perfetti Van Melle India, said, “Based our work with consumers we felt that it was time to refresh the way we portray the role of brand, without changing the popular brand signature of tongue wagging and popular tagline. Through this film we have tried to bring in newness to the story and we are sure consumers will find it endearing.”

Taking us through the idea of the campaign, Anurag Agnihotri, Executive Creative Director, Ogilvy &Mather, Mumbai, said, “The beauty of the idea lies in the forest ranger's aim proving right each time, despite not being able to see the robbers in the thick forest, and only following them through the sound of their 'laplap'. Hence proving, how irresistible Center Fruit can be, and how hilariously effective it is in bringing down the robbers.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2017/01/Center-Fruit-TVC.jpg

Credits:

Client: Perfetti Van Melle, India

Agency: Ogilvy & Mather Pvt Ltd

Director-Marketing, Perfetti Van Melle, India: Rohit Kapoor

Associate Category Director, Marketing, Perfetti Van Melle, India: Arun Sharma

Senior Brand Manager, Perfetti Van Melle, India: Samrat Ghosh

Creative, O&M:

Executive Creative Director: Anurag Agnihotri

Group Creative Director: Shahrukh Irani

Creative Director: Nasrullah Husami

Account Management:

Management Supervisor: Saksham Kohli

Group Account Manager: Ankita Singh

Production House: Soda Films

Director: Rajesh Krishnan:

Producer: Ameya Dahibavkar

Info@BestMediaInfo.com

Info@BestMediaInfo.com