The new commercial takes yet another humorous route to convey “it’s better to keep your mouth locked”; watch the TVC here.
Neha Saraiya | Delhi | June 13, 2011
Isn’t it better to keep your mouth closed and be thought a fool than to open it and remove all doubt? But do you need something to help you lock your mouth? Long back, Ogilvy Mumbai had humorously positioned Centre fresh as a handy tool that keeps these jabber-mouths locked. This was the genesis of the tagline “Zubaan Pe Rakhe Lagaam” (Keeps your Mouth Locked).
Going hand in hand with this legacy is the brand’s new groundbreaking TVC conceptualized by Ogilvy Mumbai. The communication idea is simple: Chewing gum keeps your mouth busy.
Having clearly established Center fresh as a youth brand with a strong positioning of ‘shuts your mouth’, it has always been a big challenge for the brand and its communication agency Ogilvy & Mather to continue to preside over the share of mouth. They have to constantly find innovative and exciting ways to reinforce the brand proposition yet keep it relevant, refreshing and contemporary enough for the target audience.
Rising up to this challenge is the new commercial titled the ‘Bank Robbery’. The plot involves a masked robber successfully tricking the bank people, stealing the money at gun point and leaving from the bank without getting caught. However, when a lady shouts out to call security for help, we have the robber (security guard of the bank) coming back into the bank and saying “Yes Madam” out of habit, hence revealing his true identity and getting caught by people there. Bajrangi, the security guard is done for.
“With each Center Fresh commercial, we need to refresh the humor button and the new 'Robbery' TVC is no exception. This is another hilarious take on how people should stick to chewing Center Fresh, rather than talk and land themselves in trouble.” says Abhijit Avasthi, NCD, O&M.
Sameer Suneja, CEO, Perfetti Van Melle India, agrees, “Zubaan pe rakhe lagaam proposition has worked very well for the brand in the last 3 years. Our brief to the agency was to come up with another interesting situation to communicate the brand’s proposition in a refreshing way. Initial response to the film has been really good. The film manages to keep the consumer engaged with the unexpected twist in the end.”
Client- Center fresh (Perfetti Van Melle)
Agency- Ogilvy & Mather, Mumbai
Creative team: Abhijit Avasthi (National Creative Director), Anurag Agnihotri, Ashish Naik, Nasrullah Husami
Account Management Team: Antara Suri, Parul Madaan, Vaishali Agarwal
Production House – Corcoise Films