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Center Fruit goes from single to mingle

Ogilvy & Mather creates fun TVC for the launch of India’s first dual-coloured, dual-flavoured, liquid-filled gum

BestMediaInfo Bureau | Delhi | January 3, 2013

Perfetti Van Melle India (PVMI) has launched India’s first dual-coloured, dual-flavoured, liquid-filled gum Center Fruit Mingle. An innovative product, Center Fruit Mingle comes with dual flavour of pineapple and green apple in one gum. The launch is supported by an extensive television campaign created by Ogilvy & Mather.

Mandar Keskar, Category Head, Perfetti Van Melle India, said, “We at Perfetti have always emphasised on getting more and more innovations in the market to surprise and delight our consumers. Our latest offering provides not only a taste, but also a visual differentiation never seen before.”

The insight for the TVC came from the fact that two flavours are ‘miley hue’ in one gum. The film shows a serious cricket match in progress. The batsman hits the ball into the air and to his surprise, the non-striker dives and catches it. The batsman turns desperately to the umpire to seek a resolution and is aghast to see the umpire himself celebrating with the non-striker. The commentator exclaims: ‘Ye dono miley hue hain’ (these two are in it together)’ – just like pineapple and green apple are together in Center Fruit Mingle – The Mila-Jula Gum’.

Anurag Agnihotri, Group Creative Director, Ogilvy & Mather, said, “We wanted to create an advertisement that breaks all the common norms adopted for two-in-one commercials. This ad is both funny and crazy, a combination that has always worked wonderfully for us.”

Launched in 2006, Center Fruit is the country’s first fruit-flavoured, liquid-filled gum and comes in a variety of flavours including Tutti Fruty, Strawberry, Watermelon and Sweet Mango. Positioned as a lip-smacking, rib-tickling chewing gum, Center Fruit has a number of memorable campaigns with wagging tongues like the ATM commercial (teller dispensing money from his mouth), Jugalbandi TVC (a musical face-off) and the recent Guide TVC with the tagline ‘Kaisi Jeebh Laplapayee’.

The TVC:



Client: Center Fruit (Perfetti Van Melle) Agency: Ogilvy & Mather, India Creative team: Abhijit Avasthi, Anurag Agnihotri, Ashish Naik, Saurabh Dikshit Account management team: Antara Suri, Parul Madaan, Vaibhav Bhardwaj Production house: Tubelight Films Director: Prashant Issar


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