Twitter goes ‘laplap” for Center Fruit

04 Apr,2012

By A Correspondent

 

The last evening of the financial year saw the start of something unique in the media space: celebrities using Twitter to seed in a viral video of a TV show which was scheduled later the same evening. The unique thing about it was that it was not only to promote the show tune-in, but to actually create awareness of a branded content segment by Center Fruit in the Mirchi Music Awards.

 

Perfetti Van Melle India is credited with introducing some catch phrases through their advertising which have gone on to become common lingo amongst the Indian youth. After Center Fresh’s Zubaan Pe Lagaam and Mentos’ Dimaag ki Batti Jala De, this time Indian audiences were witness to something unique for Center Fruit on Mirchi Music Awards which was aired on Colors on Sat-Sun.

 

Starting early evening before the show was supposed to premier on Colors prime time, a video was seeded through Twitter medium. It was not just a plain seeding. The campaign took the help of celebrities to seed in the video as a teaser. The video had the host of the award show Shaan being interviewed just before he was about to take the stage. In the middle of the interview, the journalist holds up the jar of Center Fruit, and off goes Shaan with his tongue-wagging act. This was similar to what happens in the brand commercial where a singer competing with a tabla player wins the battle when Center Fruit makes the singer go non-stop laplap with his jeebh (tongue).

 

This was probably the first time a FMCG brand used the Celebrity tweet route to create a teaser online for amplifying a TV show scheduled later in the day. Commenting on the initiative, Sudarshan Saha, Client Leader, Maxus says that the idea came to his team when they saw top trending topics in the evenings in India recently tended to pick up what was being shown on Television. The agency team decided to turn the tables around, and used Twitter to seed in a tease before the show went on air, in this case. Sample this: Sophie Choudhrytweets – Does Darrling Luscious Lopez make your #Jeebhlaplap? or Poonam Pandey tweets -Shaan’s exclusive #jeebhlaplap backstage footage from MMA. Eesha Koppikar tweets -Enjoyed Shaan’s laplap secret. Watch Colors to see what makes Usha Uthup’s #jeebhlaplap.

 

Perfetti Marketing Director Nikhil Sharma feels that the quality of innovation executed for Center Fruit pushes the benchmark further on how to use multiple mediums, especially Digital along with TV for FMCG brands. He leads marketing mandate for an array of impulse purchase brands in Perfetti, and treats Maxus as a long term partner to drive the growth agenda for his brands.

 

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