Center Fruit lands its famous proposition in a jungle plot

01 Feb,2017

By A Correspondent


Perfetti Van Melle has launched a new campaign for its gum brand Center fruit.


Carrying forward the proposition promised by its tagline ‘KaisiJeebhlaplapayi’, the newest ad for Center Fruit from O&M Mumbai, is a story with a twist that unfolds in a thick jungle. Its quirky plot coupled with an insightful product device of tongue wagging, presents an enjoyable story of using the Center fruit in a humorous way.


“The beauty of the idea lies in the forest ranger’s aim proving right each time, despite not being able to see the robbers in the thick forest, and only following them through the sound of their LapLap. Hence proving, how irresistible Center Fruit can be, and how hilariously effective it is in bringing down the robbers,” saidAnuragAgnihotri, Executive Creative Director, Ogilvy, Mumbai.


Commenting on the new campaign, Arun Sharma, Associate Category Director – Marketing, Perfetti Van Melle Indiaadded: “Based our work with consumers we felt that it was time to refresh the way we portray the role of brand, without changing the popular brand signature of tongue wagging and popular tagline. Through this film we have tried to bring in newness to the story and we are sure consumers will find it endearing.”


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