MxMIndia

Tag: Center Fruit

  • Launch to be supported by 360-degree communication plan

    Center fruit launches new gum with blitz

    By Our Staff

     

    Center fruit, the largest gum brand from the house of Perfetti Van Melle India (PVMI) has announced the launch of the all-new Center fruit Tennis ball-shaped gum.

     

    Speaking on the communication campaign,  Rohit Kapoor – Director, Marketing, Perfetti Van Melle India said: “Perfetti holds nearly 70% market share in the gum category. We are delighted to extend the portfolio of our loved brand Center fruit with the launch of our all-new Tennis Ball-shaped gum. Center fruit as a brand has been a growth driver and we hope to optimize and add to this momentum with this new product introduction. The communication positions this product as an enabler of mood upliftment while catering to the brand’s core audience.”

     

    Added Nasar Husami, Group Creative Director – Ogilvy: “Being a teenager today is not easy – it’s a full-time job. Boredom can strike at any given time, and it’s essential to have a pick-me-up. With the new Center Fruit tennis ball-shaped gum, we have showcased a quirky and spontaneous way of playing tennis, the ‘ting tong’ way, and defeating boredom.”

     

    This is an exciting new launch by Perfetti Van Melle India, that is a visual treat as well as a treat for the taste buds! It is likely to create a popular category for itself among the consumers.

     

  • Through In-Content Advertising (ICA) on TV

    Whisper Media promotes Center Fruit

    By Our Staff

     

    Perfetti Van Melle’s chewing gum brand Center Fruit has partnered with Whisper Media for executing an In-Content Advertising (ICA) campaign on TV. The campaign showcases Center Fruit’s new product innovation through placements of ICA’s within content, powered by Whisper Media’s tech-enabled offering. The target for this campaign is the Hindi-Speaking Markets for which the brand chose a leading Hindi GEC channel.

     

    Commenting on the partnership, Rohit Kapoor, Director Marketing (India), Perfetti Van Melle said: “The new Center Fruit tennis ball shape gum is an innovative product launch. We have started its roll out and the product continues to get amazing initial response in the market. To take it mainstream, we are glad to partner with Whisper Media to create an ICA campaign. It seamlessly integrates the brand, leading to a rich consumer experience while advertising. It leads to higher visibility and recall as it is placed during a consumer’s voluntary viewing of shows.”

     

    Speaking about the campaign, Guneet Anand, Global Revenue Head, Whisper Media added: “Center Fruit has been one of the most preferred chewing gum brands among the youth in India. We have carefully crafted our In-Content Advertising campaign to align and place the brand keeping the youthful identity intact. We are confident the brand message delivery will be seamless through this unique ICA campaign.”

     

  • To bring cheer with Mood Ting Tong Campaign

    Center Fruit unveils new advert

    By Our Staff

     

    Center Fruit launches a new campaign to promote brand proposition. Conceptualised by Perfetti Van Melle India and Ogilvy India, this TVC will be aired on TV and supported on social medium.

    Said Rohit Kapoor, Director- Marketing, Perfetti Van Melle India: “Center Fruit as a brand has always played in a space where Fun is at the core due to the fruity flavour. The gum has been established as a mood uplifter staying true to its brand proposition of Mood Ting Tong. The new TVC resonates with the brand proposition and conveys the message to the audience in a rather humorous manner keeping it in the fun zone.”

    Added Anurag Agnihotri, Managing Partner – Creative (West), Ogilvy: “Teens have a very short attention span and are constantly trying to master the art of surviving boredom. Here in this film, Center Fruit comes handy, adding a much-needed burst of fun to a mundane, boring moment.”

     

     

  • The new campaign is on air from mid-March 2018

    Center Fruit uplifts moods in latest brand film

    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”.

     

     

  • The product is available in Lemon & Orange flavours

    O&M executes new campaign for Center Fruit Xplode

    By A Correspondent

     

    Center Fruit from Perfetti Van Melle has announced the launch of a new innovation – Xplode.

     

    Center Fruit is known for presenting a great variety of fruit flavoured gums. In fact, it’s always brought unique and out of the box products like Mingle (India’s first dual-colored and dual-flavored gum) and Color Your Tongue (a gum that colors your tongue after chewing). The new product is equally innovative where the gum is large and is shaped like a citrus fruit, with dimples on the surface, making it look real. The product is available in Lemon & Orange flavours.

     

    Mandar Keskar, Category Head, Gums at Perfetti Van Melle says, “Center Fruit has a loyal and rapidly growing consumer franchise. Our products under the brand have all so far been marketed at the price of Re 1 per piece. This new innovation, Xplode, offers an exciting value addition of fun, taste, texture and shape – at the price of Rs 2 per piece. This is very much in line with our strategy of price segmentation through relevant innovation. The products have tested very well, and we are really excited about them.”

     

    The campaign has been created by Ogilvy and has gone on air across leading kids channels from 31st October.

     

    “The brief for Xplode was simple – to bring out the deliciousness and novel shape of the gum in a kids-friendly and engaging way,” shared Anurag Agnihotri, Executive Creative Director at Ogilvy. “Center Fruit advertising (Kaisi jeebh laplapayee!) has always been wacky and tremendous fun, and the new copy to promote Xplode continues this tradition. The format is new (3D animation) and presents the product in a vibrant and fun manner. The Xplode lemon and orange products have been depicted as mischievous characters who really bring the products to life.”

     

  • Complete madness carries on in desi candy advertising. The latest uproarious comedy has been churned out by the makers of Center Fruit

    Debrief: Center Fruit: Full-on masti

    By Anil Thakraney

     

    And so, complete madness carries on in desi candy advertising. The latest uproarious comedy has been churned out by the makers of Center Fruit. The promise is totally wild: The desire for Center Fruit will make your tongue rock and roll in the mouth. Creating a bizarre sound effect. ‘Laplapana’ is the word they’ve coined for this action, and am certain it’s not from the dictionary.

     

    The TVC is set at a tourist spot. A firangi couple is harassed by the local guides (as it often happens in India), as these jokers pitch their services. One smart dude comes along, impresses the firangs with his ‘laplapana’ trick, and wins the business. The commercial is insane, it’s difficult to even describe it, best you hit the link below! As an aside, I wonder how the creative team presented this idea to the client. The meeting itself must have been wild.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=RncqBF5NjDs[/youtube]

    Well, what can one say, there’s absolutely no logic at play out here. All I can say is, this sort of outlandish advertising is perfect for a time pass candy. It will evoke some chuckles and (hopefully) some recall at the retail outlet. That’s all one can do in this category.

     

    PS: I do hope this offensive ‘laplapana’ sound doesn’t catch on, and some deranged buggers don’t do it in my presence. They’ll get some serious tongue lashing from moi! 🙂

     

    Rating: (On a scale of 1 to 5): 3. Insane stuff, and it works.

     

  • Starting early evening before the show was supposed to premier on Colors prime time, a video was seeded through Twitter medium. The campaign took the help of celebrities to seed in the video as a teaser.

    Twitter goes ‘laplap” for Center Fruit

    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.