Center Fruit gets funny – Bollywood style

After its humorous tagline 'Kaisi Jeebh Laplapayi', Perfetti Van Melle takes the Bollywood route in its latest commercial conceptualized by Ogilvy & Mather

BestMediaInfo Bureau | Mumbai | January 6, 2016

Click on the image to watch the TVC.

Perfetti Van Melle has released a new campaign for Center Fruit which says 'Center Fruit Endless'. The delicious striped gum in strawberry mix flavour promises to deliver a long-lasting fruit flavour. The launch is supported by a campaign conceptualised by O&M.

Arun Sharma, Controller Marketing, Perfetti Van Melle India, said, “We have a strong focus on delighting the consumers with relevant innovations. Long-lasting taste is an important benefit for consumers, and we believe this innovation will delight them. The communication challenge was to convey the long-lasting flavour in the signature Center Fruit way.”

Center Fruit has been communicating its irresistible taste through its iconic tagline 'Kaisi Jeebh Laplapayi'. This time the brand is all set to make tongues go 'laplap' for longer and that too in true Bollywood style to convey its long-lasting flavour.

The commercial shows two kids playing on a street. One starts running after the other in a mock chase. Suddenly they start running behind a bus non-stop, wagging their tongues as if they're being compelled by some force. It is because the back of the bus has a 'Center Fruit Endless' banner stuck on it. And they run for so long that they grow up – in Bollywood style!

“The product benefit of a long-lasting flavour means long-lasting 'laplap'. To illustrate this, we used the typical 70s Bollywood growing-up sequence. It was the perfect fit and brought out the benefit in the usual funny Center Fruit way,” says Anurag Agnihotri, Executive Creative Director at O&M.

The TVC:

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

Credits:

Agency: Ogilvy & Mather

Creative:

Anurag Agnihotri, Executive Creative Director
Saurabh Dikshit, Creative Director

Saurabh Kulkarni, Creative Director

Account Management:

Vishwajeet Rana, Sr. VP

Parul Madaan, Client Services Director

Ankita Singh, Group Account Manager

Production house: Bubblewrap Films

Director: Suresh Triveni

Producer: Ketaki Guhagarkar Surve

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