MxMIndia

Tag: Rohit Kapoor

  • 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.”

     

  • Dedicate latest track 'Taazi Saans, Taazi Soch' to the young in India

    MTV partners with Center fresh

    By Our Staff

     

    Center fresh chewing gum and mints has announced its collaboration with MTV to release a track ‘Taazi Saans, Taazi Soch’ dedicated to the young in the context of the ongoing health care issues across the country.  This initiative was co-conceptualised by Perfetti Van Melle India Pvt Ltd and Wavemaker India in partnership with MTV India.

     

    Speaking about Center fresh’s Collaboration with MTV, Rohit Kapoor – Director Marketing, Perfetti Van Melle India said: “Center fresh has always kept freshness at the center of its core philosophy. With this initiative, we wanted to spotlight the power of a fresh perspective within the fold of our communication. The younger generation has always been our core TG and we have continued to draw upon instances from their life in our brand assets.  This year, we decided to salute the resolve, dedication and fresh perspective that the country’s youth demonstrated during the second wave. The partnership with MTV was an obvious one given the platform’s strong youth consumer base and Krsna’s lyrics and rendition have helped tie this tribute with the brand’s philosophy in a seamless manner.”

     

  • 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.”

     

     

  • Ogilvy is the agency

    Perfetti Van Melle has unveiled its new digital campaign #FunKaBooster.

    By A Correspondent

     

     

    Highlighting the thought behind the campaign, Rohit Kapoor – Director Marketing – Perfetti Van Melle India (PVMI) said: “Chupa Chups has always stood for keeping the inner kid and childlike fun alive in our protagonists. Tapping into insights relevant to today’s teens, Chupa Chups #FunKaBooster campaign urges teens to let-go of the pressure of adulting by instilling some irreverent fun into their lives.  We believe that this campaign will increase the brand relevance of Chupa Chups and help take the brand to greater heights.”

     

     

    Commenting on the campaign, Ritu Sharda, Chief Creative Officer, Ogilvy-North, added: “The age of social media has put pressure on teens today. On top of their grades, extracurriculars, schoolwork… they also have to think about how popular they are, how many followers they have, how many stories they’re putting on their channels. Here is where we found space as a brand to tell these teens to just have fun and take the load off. The brand of fun we endorse is irreverent – not taking away from the great impact that teens today will have on the world of tomorrow, but asking them to fully enjoy whatever they are doing with a “Chupa Chups” twist.”

     

     

  • The GroupM agency has bags integrated media mandate for the brand

    Wavemaker retains media duties of Perfetti Van Melle

    By A Correspondent

     

    Wavemaker India has announced that it has retained media duties for Perfetti Van Melle. The GroupM agency has also been entrusted with integrated media duties for Perfetti Van Melle India.

     

    Wavemaker India has been Perfetti’s media agency on records since 2006 in India. The multi-agency pitch saw participation from other leading agencies. The account will continue to be handled out of Gurugram office.

     

    Commenting on the association, Rohit Kapoor, Director Marketing,Perfetti Van Melle India said: “Wavemaker team has been a trusted partner for nearly 14 years now and we are delighted that our partnership will start its third innings after a well-contested integrated media pitch process. Wavemaker has over the years played a significant role in our success and we hope this innings will be an equally good one for both of us.”

     

    Speaking on the retention, Ajay Gupte, CEO – South Asia, Wavemaker added: “We are extremely thrilled to renew our relationship with Perfetti Van Melle. It is a matter of great pride to win additional mandate of integrated media and continue the traditional media mandate. I am confident with our new operating system, newer models in analytics, e-commerce and media we will be able to unlock growth and drive further efficiency to the brand”.

     

    In addition, Wavemaker has been appointed by the sweets giant to handle the account in other main markets US, China, Netherlands – as well as in the UK, MENA, Belgium, Turkey and Indonesia – after a series of local pitches held throughout 2020. Wavemaker now handles 85% of Perfetti Van Melle’s global media spend.

     

     

  • Perfetti Van Melle India’s credo is to spread smiles and laughter. And of course to sell its products

    Stay optimistic, is Perfetti’s message

    By A Correspondent

     

    Now Perfetti wanted to leave people with a simple message of hope i.e. if one can find their smile, one can find their way through these challenging times.

     

    So out came a film conceptualised by Perfetti Van Melle and Ogilvy which closes with the message: “We will smile again”.

     

    Said Rohit Kapoor, Director Marketing (India), Perfetti Van Melle: We want to leave the viewers with a simple message of hope, i.e., if we can find our smile, we can find our way through this tough period. And like the girl, who returns to her usual joyful state, we believe the world will also find its laughter once again.  The Alpenliebe in the little girl’s hand, is symbolic to Perfetti India, a sweet candy that can quickly lighten up a child’s face.

     

    Added Anurag Agnihotri, Managing Partner-Creative, Ogilvy Mumbai: “The brand wanted to do a message of hope in the context of what we all are facing right now. Because this message was coming from a confectionery brand, we took care that the ad must belong to the category in an authentic manner. A kid is so happy to see a candy and we sort of used that as a metaphor to say we all will smile again. We devised the element of magic, in a fairy tale way, where candy is just a symbol of brightness and magic. We brought in magic dust etc in terms of execution. There is so much uncertainty and we must tell each other to keep faith and that everything will be fine again.”

     

     

  • Every smile captured will contribute towards ‘Mission Education’ program of Smile Foundation

    Happydent partners Smile Foundation to launch #HappydentSparklingSmile

    By A Correspondent

     

    Happydent has partnered with Smile Foundation to launch #HappydentSparklingSmile, a digital campaign under which brand is urging consumers to capture candid smiles to help support the education of underprivileged children.

     

    For this campaign, the brand has partnered with the Indian photographers Abhinav Chandel, Praveen Bhat, Shramona Poddar and Zaid Salman, to capture candid sparkling smiles around them. Alongside, the brand is urging its consumers to share the candid moments on brand’s social handles through a simple process detailed out in the campaign video.

     

    Elaborating on this campaign and partnership, Rohit Kapoor, Director Marketing, Perfetti Van Melle India said: “We are delighted to be partnering with Smile Foundation for this noble cause. As a responsible corporate, Perfetti Van Melle believes in giving back to the communities where we operate and we aim to make a difference to the lives of these wonderful children by providing them better access to education. The cause coheres with Happydent’s brand proposition of adding ‘sparkling smiles’ to people’s lives. #HappydentSparklingSmile is a simple initiative at heart to ensure we are able to light up the lives of some underprivileged kids.”

     

    Added Santanu Mishra, Co-Founder and Trustee, Smile Foundation: “We are quite excited to partner with Happydent on this campaign.  The idea behind this partnership is to see more and more children enrolled in schools. Despite, us having a law that makes education a fundamental right of every child between the ages of 6 and 14, the harsh reality is that at least 32 million Indian children of age up to 13 years have never attended any school, majority of them belonging to the socially disadvantaged class. As socially responsible organizations, we will together work to bring back smiles to these children.”

     

     

  • Limited edition CompliMentos promotion will see every Mentos roll feature a light-hearted compliment pre-printed on the pack

    Mentos begins a new conversation with ‘CompliMentos’

    By A Correspondent

     

    Mentos has rolled out its latest campaign CompliMentos in India. The campaign is part of Mentos’ global brand proposition ’Who says no to Mentos’ and will be active in India during the months of November and December 2019.

     

    Said Rohit Kapoor, Head – Marketing at Perfetti Van Melle India: “Mentos as a brand always inspires fresh connection and the new limited-edition campaign shall strengthen it further. As a product, Mentos has enjoyed great adulation from Indian consumers. With this new introduction, we hope to help start great conversations via exchange of compliments printed on the wrapper. This campaign shall also be supported on Digital and on-ground medium.”

     

     

  • Brand aims to strengthen its portfolio offerings in the ‘fresh breath’ space

    Perfetti promotes ‘Center Fresh 3 Layer Gum’

    By A Correspondent

     

    Center Fresh 3 Layer Gum has actor Samantha Akkineni as Brand Ambassador. The launch of the gum will be supported through a 360-degree campaign on TV, digital, and cinema.

     

    Speaking on the launch, Rajesh Ramakrishnan – Managing Director, Perfetti Van Melle India said: “Center fresh is one of our power brands in India. The brand enjoys immense love and trust with the Indian consumer. We plan to own the “fresh breath confidence” space through multiple product offerings under Center fresh, which are tailored for different consumption occasions.”

     

    Speaking on the new launch, Rohit Kapoor – Director Marketing, Perfetti Van Melle India added: “Fresh Breath is one of the fastest growing need spaces within confectionary today owing to the growing consciousness around the concept and Center fresh is synonymous with fresh breath. With the launch of Center fresh 3-layer gum the brand wants to cater to consumers who are looking for long lasting fresh breath experience, all through the day. Center fresh 3-layer gum offering further strengthens the brand portfolio which has offerings across formats and different fresh breath need states.”

     

    Explaining the thought behind the ad film, Anurag Agnihotri, Executive Creative Director, Ogilvy India said: “Center fresh 3 Layer Gum offers you fresh breath that lasts long. For a youngster, it means having the fresh breath confidence to carry through long conversations with someone special. We brought this out in a boy-meets-girl story in a bus in which the conversation continues till the end of the journey. It may be the beginning of a romance or it may not lead anywhere, but it leaves you with a good feeling. That’s what we have tried to capture.”

  • The roll out of the new product is being supported with a co-branded TVC

    Center Fruit partners SPN to introduce special Spiderman pack

    By A Correspondent

     

    Perfetti Van Melle India has announced its collaboration with Sony Pictures for its gum brand Center Fruit. In partnership with Sony Pictures, Perfetti Van Melle is all set to delight Marvel fans with a limited edition Center Fruit ‘Spiderman – Far from Home’ pack.  The roll out of the new product is being supported with a co-branded TVC made in collaboration with Sony Pictures.

     

    Speaking on the collaboration, Rohit Kapoor, Director Marketing, Perfetti Van Melle India said: “We at Perfetti Van Melle believe in refreshing consumer interest in our product categories with the introduction of contemporary offerings. Center Fruit’s collaboration with the Spiderman Far from Home movie ensures high visibility amongst fans, while the new flavour adds another appealing dimension to the familiar taste profile of the product. Both Center Fruit and the movie are symbiotic in their appeal as contributors to mood upliftment enhancing the ‘fun’ experience that they promise. We are certain that the new Center Fruit ‘Spiderman – Far from Home’ pack will strike a chord with our consumers across India and increase market resonance for the brand significantly.”

     

    Added Shony Panjikaran, Marketing Head, Sony Pictures Entertainment, India: “Spider-Man is one of the most beloved superheroes in India and over the years the film franchise has grown even more stronger. Spider-Man appeals to people across ages, and since Center Fruit also does the same, it was a perfect association for us. We are thrilled to partner with Perfetti Van Melle India and are sure that our partnership will lead to blockbuster results for both Spider-Man: Far From Home and the special edition Center Fruit pack.”

     

     

  • Saransh Goila, Shipra Khanna, Amrita Raichand and Ajay Chopra are among a power-packed line up of renowned names 

    Alpenliebe Juzt Jelly announces new digital campaign

    By A Correspondent

     

    Alpenliebe Juzt Jelly has announced its collaboration with leading names of India’s culinary circuit to curate recipes using Alpenliebe Juzt Jelly as an active ingredient. The digital campaign will see the line-up of chefs such as Amrita Raichand, Saransh Goila, Shipra Khanna, Ajay Chopra, Meghna and Kanak who will come together to create innovative recipes using Alpenliebe Juzt Jelly.

     

    Speaking about the new campaign, Rohit Kapoor – Director Marketing of Perfetti Van Melle India said: “Fun over food has always been an integral part of the Indian family dynamics and our country is abound with as much cooking talent as with audiences craving innovative and distinct recipes. Through this campaign, we wanted to ignite conversations, creativity and memories with Alpenliebe Juzt Jelly at the centre of it all. Collaborating with the most creative names in the food industry will definitely encourage our consumers to join in and explore the joyous facet of creating recipes with Alpenliebe Juzt Jelly. This interesting route of food integration to drive brand appeal is an extension of our endeavour to continue delighting our

     

  • 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”.