O&M mingles with Center Fruit

03 Jan,2013

By A Correspondent


Perfetti Van Melle India (PVMI) has launched a new product: dual-coloured, dual-flavoured liquid-filled gum – Center Fruit Mingle. Center Fruit Mingle comes with dual flavours of pineapple and green apple in one gum. Commenting on the launch Mandar Keskar, Category Head, Perfetti Van Melle India said, “We at Perfetti have always emphasized on getting more and more innovations in the market, to surprise and delight our consumers. Our latest offering provides not only a taste, but also a visual differentiation, never seen before.” The launch will be supported with an extensive television campaign created by Ogilvy & Mather.


The insight for this TVC came from the fact that two flavours are together ‘miley hue’ in one gum. The TVC shows a serious cricket match in progress. The batsman hits the ball into the air and to his surprise,the non-striker dives and catches it. The batsman turns desperately to the umpire to seek resolution and is aghast to see the umpire himself celebrating with the non-striker. The commentator exclaims ‘Ye dono miley hue hain’ (these two are in it together)’.


Anurag Agnihotri, Group Creative Director, Ogilvy & Mather said, “We wanted to create an advertisement that breaks all the common norms adopted for two-in-one commercials. This ad is both funny and crazy, a combination that has always worked wonderfully for us.”


Positioned as a lip-smacking, rib-tickling chewing gum, Center Fruit has a number of memorable campaigns with wagging tongues like theATM Commercial (teller dispensing money from his mouth), Jugalbandi (a musical face-off) and the recent Guide TVC with tagline ‘Kaisi Jeebh Laplapayee’.


Client: Perfetti Van Melle India Pvt. Ltd.

Agency: Ogilvy & Mather

Creative team: Anurag Agnihotri

Account management team: Antara Suri

Production house: Tubelight Films

Director: Prashant Issar


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