Center Fruit unveils a quirky campaign and makes our mood 'Ting Tong'

Center Fruit from the house of Perfetti Van Melle India has taken forward its fun and quirky positioning of Mood Ting Tong with a new campaign that embodies the brand’s purpose of mood uplift in an out-of-the box manner.

All of us have unavoidable moments of boredom in our daily life, and occasional mood uplift in such moments goes a long way to cheer us up. Center Fruit’s new advert weaves the brand proposition in a similar slice-of-life scenario – the life of an ordinary teenage grandson, who works with his grandfather in his ancestral tailor shop.

He’s bored out of his wits and unable to hide it. But as soon as he pops a Center Fruit chewing gum in his mouth, there is absolutely no turning back. The boy takes over from his grandfather and completes the arduous task of noting down measurements in the most unconventional way imaginable. He puts on his dancing shoes and shows his best Salsa moves while involving the pretty lady, who is extremely bored of the old tailor, who took forever to take her measurements.

Conceptualised by Perfetti Van Melle India and Ogilvy India, this TVC will be aired on TV and supported on social medium.

Rohit Kapoor, Director, Marketing, Perfetti Van Melle India, said, “Center Fruit as a brand has always played in a space where fun is at the core due to the fruity flavour. The gum has been established as a mood uplifter, staying true to its brand proposition of Mood Ting Tong. The new TVC resonates with the brand proposition and conveys the message to the audience in a rather humorous manner keeping it in the fun zone.”

Anurag Agnihotri, Managing Partner, Creative (West), Ogilvy, added, "Teens have a very short attention span and are constantly trying to master the art of surviving boredom. Here in this film, Center Fruit comes handy, adding a much-needed burst of fun to a mundane, boring moment."

TVC :

 Credits:

Director Marketing, Perfetti Van Melle India: Rohit Kapoor

Associate Director (Category), Perfetti Van Melle India: Ritesh Sud

Group Product Manager, Perfetti Van Melle India: Yash Malpani, Indranil Das

Product Manager, Perfetti Van Melle India: Tanvi Mittal

 Agency: Ogilvy

Chief Creative Officers, India: Kainaz Karmakar, Harshad Rajadhyaksha and Sukesh Nayak

Creative Team: Anurag Agnihotri, Shahrukh Irani and Nasrullah Husami

Brand Planning: Vandana Nath

Account Management Team: Amarinder Butalia, Aditi Sobti and Lasna Sharma

Production House: Tubelight Films

Director: Prashant Issar

Producer: Simran Rao

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