Perfetti Van Melle India’s gum brand, Center Fruit, has come up with a new campaign message – Make your mood ting tong!
The campaign is based on the insight that all of us have unavoidable moments of boredom in our daily lives, and a little uplift in the mood in such moments can make our task enjoyable.
The story draws from mundane slice-of-life boring situations a teenager goes through. Rohan has a deadline to submit his assignment. He however finds the routine assignment boring and is in no mood to complete it. He spots a Center Fruit which he pops in, and bites the gum. The flavourful splash works its magic and his mood improves dramatically. Keying in his assignment now becomes fun, almost as if the keyboard has turned into a piano. The change in mood makes a routine situation enjoyable for him and he finishes the assignment in time for submission to the professor.
The new campaign is being aired from mid-March and will be on air across all major channels and digital media.
Rohit Kapoor, Marketing Director, Perfetti Van Melle India, said, “Center Fruit has always been about a great fruity taste. For the new campaign, we worked with consumers to understand their consumption experience and what Center Fruit does for them. The flavourful splash is core to the consumption experience. This is the insight which the new campaign captures – the tasty splash is a real mood uplifter. With this, the brand moves from the memorable ‘kaisi jeeb laplapyee’ to a new tagline ‘Mood Ting Tong’, which resonates strongly with consumers.”
Commenting on the campaign, Anurag Agnihotri, ECD, Ogilvy Mumbai, said, “Center Fruit has always been an absolute delight to work on. After years of amazing work on kaisi jeeb laplapyee, we felt it was a good time to explore something new, still keeping the taste promise integral to the film. The basic promise is “mood enhancement” and we decided to build on this simple promise and came up with “mood ting tong”. This is the first TV commercial of what will be yet another series of crazy funny stories."
Perfetti Van Melle, India
Director, Marketing: Rohit Kapoor
Associate Category Director, Marketing: Arun Sharma
Senior Brand Manager: Samrat Ghosh
Executive Creative Director: Anurag Agnihotri
Group Creative Director: Shahrukh Irani
Group Creative Director: Saurabh Dikshit
Senior Creative Director: Saurabh Kulkarni
Agency Producer: Vinod Rao
President, Ogilvy Group Companies, North: Kapil Arora
Sr. Vice President: Vishwajeet Rana
Management Supervisor: Saksham Kohli
Group Account Manager: Shrey Bhatnagar
Production House: Tubelight Films
Director: Prashant Issar
Producer: Kanwal Preet