Center Fruit uplifts moods in latest brand film

22 Mar,2018

By A Correspondent


Center Fruit has launched its latest film that is based on the insight that all of us have unavoidable moments of boredom in our life, and a little uplift in mood in such moments can make the task enjoyable. The ad has been conceptualised by Ogilvy Mumbai.


Commenting on the new campaign, 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 kaisijeeblaplapyee to a new tagline Mood Ting Tong, which resonates strongly with consumers”.


Commenting on the campaign, Anurag Agnihotri, ECD, Ogilvy Mumbai: “Center Fruit has always been an absolute delight to work on. After years of amazing work on kaisijeeblaplapyee, 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”.



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