Center Fruit launches an explosive new TVC for 'Xplode'

The TVC, in 3D animation format, made by Ogilvy & Mather, showcases the two flavours of Xplode – lemon and orange – as two mischievous characters

BestMediaInfo Bureau | Mumbai | November 6, 2014

Click on the image to watch the TVC.

Perfetti Van Melle's leading gum brand, Center Fruit, has added a new product, Xplode, to its portfolio. The launch TVC, conceptualised by Ogilvy & Mather, went on air from October 31 across all the leading kids' channels.

Commenting on the brief, Anurag Agnihotri, Executive Creative Director at Ogilvy, said, “It was a simple one – to bring out the deliciousness and novel shape of the gum, in a kid-friendly and engaging way. The Centre Fruit ad ('Kaisi jeebh laplapayee') has always been wacky and tremendous fun, and the new copy to promote Xplode continues this tradition. The format is new (3D animation) and presents the product in a vibrant and fun manner. The Xplode lemon and orange products have been depicted as mischievous characters who really bring the products to life.”

The TVC is set in a garage, where lemon and orange (the two flavours of Xplode) are having fun exploding each other, with liquid oozing out of them. Thus, giving the viewers an idea of what the new product looks and tastes like.

Mandar Keskar, Category Head, Gums, Perfetti Van Melle, said, “Center Fruit has a loyal and rapidly growing consumer franchise. Our products under the brand have all, so far, been marketed at the price of Re 1 per piece. This new innovation, Xplode, offers an exciting value addition of fun, taste, texture and shape – at the price of Rs. 2 per piece. This is very much in line with our strategy of price segmentation through relevant innovation. The products have tested very well, and we are really excited about them.”

Xplode gum is shaped like a citrus fruit, with dimples on the surface, making it look real. On biting through the crunchy exterior, when the consumer gets to the gum within, he gets the familiar flavourful splash of Center Fruit.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Ogilvy & Mather

National Creative Director: Abhijit Avasthi

Executive Creative Director: Anurag Agnihotri

Senior Creative Director: Ashish Naik

Creative Director: Mathanki Kodavasal

Branch Head, Ogilvy North: Kapil Arora, President

Account Management: Vishwajeet Rana, Sr. Vice President

Management Supervisor: Parul Madaan

Account Supervisor: Ankita Singh

Director: Vaibhav Kumaresh

Producer: Vaibhav Studios

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