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Perfetti Van Melle India launches new campaign for Center Fruit

Ogilvy and Mather has conceptualized a brand new witty TVC titled “Guide”

BestMediaInfo Bureau | Delhi | August 30, 2012

Center Fruit, a juicy liquid filled gum by Perfetti Van Melle India, is positioned on the direct connect between a wagging tongue and irresistible gum right from its first television commercial “Phonebooth”. Since then, the brand has caused tongues to dispense money (ATM Commercial) and win a musical face-off (Jugalbandi Commercial).

This time, Center Fruit has come with a brand new witty television commercial titled “GUIDE”. The insight for the film comes from the fact that in India, guides at heritage sites are always trying new methods to haggle tourists by claiming to know foreign languages or fabricating scandalous stories about the sites. In the film, the protagonist pre-empts the natural reaction towards Center Fruit by claiming his name to be Mr. Laplap. From there on, he goes on reinforcing his popularity by waving his hand with a Center Fruit hidden on his palm and eliciting the ‘laplapana’ out of the gathering at the site. Needless to say, he gets the tourists to pick him over the other guides.

The idea behind the tagline “KaisiJeebhLaplapayee” devised by Ogilvy & Mather comes straight from the product benefit. Center Fruit is a juicy liquid filled gum that is irresistible. It is so appealing that it makes tongues want to play with it. The campaign has been so successful that the Hindi word “laplapaye” has become synonymous with Center Fruit.

Nikhil Sharma, Director Marketing, Perfetti Van Melle India Pvt. Ltd. says, “Center Fruit today is a leading confectionery brand in India and key to the Perfetti portfolio. Over the years we’ve witnessed some clutter-breaking advertising on the brand and we believe this new campaign would further reinforce the core idea of a mouth-watering gum that makes the tongue drool.”

“This new film takes the ‘KaisiJeebh Laplapayee’ idea to yet another level. It's as demented as the earlier films and will keep the brand securely up there, at the top of the mind.” says Abhijit Avasthi, NCD, O&M.

Prasoon Pandey, Director, Corcoise Films adds, "In our Center Fruit films we try and get a little more demented with each passing year. This year’s Center Fruit film is an absolutely crazy story with joyful performances and a stunningly refreshing look. We at Corcoise Films always find it a joy to work with Nikhil and his team at Perfetti because they perpetually want to push the boundary, explore new areas and do really clutter breaking commercials. That's what excites us."

Through this TVC Perfetti Van Melle India hopes to cement the position held by Center Fruit in the market. Center Fruit has quickly become not only Perfetti’s top brand in the country, but also the largest confectionery brand in India. This commercial, supported by an integrated digital campaign, will help strengthen the brand positioning and serve as a reminder for the audience to stay tempted with Center Fruit.

The TVC: 



Client: Center Fruit (Perfetti Van Melle India Pvt. Ltd.) Client team: Ramesh Jayaraman, Nikhil Sharma, Mandar Keskar, Chaitanya Shekar Agency: Ogilvy & Mather, India Creative team: AbhijitAvasthi, AnuragAgnihotri, Ashish Naik, NasrullahHusami Account management team: Antara Suri, Parul Madaan, Vaibhav Bhardwaj Production house: Corcoise Films

Director: Prasoon Pandey

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