Conceptualised by Ogilvy & Mather and Perfetti Van Melle, the lively campaign announces the launch of the new flavour in a cool manner
BestMediaInfo Bureau | Mumbai | July 11, 2016
Perfetti Van Melle India (PVMI) has launched a quirky campaign for its latest ‘Cool Cola’ flavour of Center Fresh -- its flagship chewing gum brand, one of the largest selling in the country – to provide a new refreshing experience to consumers.
The digital campaign shows a vendor selling cola in a train, in a very colloquial manner, typical of the sellers in local trains in India. One passenger calls out to him for a cola and the seller hands out ‘Center Fresh Cool Cola’ to the passenger, as if it were a real cola bottle. It is here he realises the man is not selling a soft drink but the new Center Fresh Cool Cola flavour chewing gum. The amused passenger too plays along.
Speaking about the campaign, Anurag Agnihotri, Executive Creative Director, Ogilvy & Mather, said, “The commercial works as a brilliant announcer for Center Fresh’s new Cola flavour, doing so in a manner that is engaging and entertaining.”
Arun Sharma, Associate Category Director, Marketing, Perfetti Van Melle India, said, “We have conducted extensive consumer research to bring a new flavour for a refreshing experience, and we are confident that consumers will love this new flavour. The new copy narrates the story in a compelling manner that would surely help generate trials for the new flavour.”
The ad film aired on major national and regional television channels from July 8, 2016.
Client: Perfetti Van Melle, India
Director Marketing: Rohit Kapoor
Associate Category Director, Marketing: Arun Sharma
Group Product Manager: Anuja Gulati
Agency: Ogilvy & Mather
Executive Creative Director: Anurag Agnihotri
Senior Creative Director: Shahrukh Irani
Creative Director: Nasrullah Husami
Account Management: Saksham Kohli, Rashi Jain
Production house: Dungarpur Films
Director: Shivendra Singh
Assistant Director: Akshay Mulajkar