Center Fresh gets back its funny proposition with new TVC

Ogilvy Mumbai has created a new TVC for Center Fresh, a Perfetti Van Melle product, which continues with the legacy of brand’s proposition ‘Zubaan Pe Rakhe Lagaam’. The campaign returns to the funny proposition following the series of films presenting a serious side with a social message through the ‘Come on India; talk less and work more’ campaign.

Watch the TVC here (story continues below)

Titled ‘Bank Robbery’, the plot involves a masked robber successfully tricking the bank people, stealing the money at gun point and leaving from the bank without getting caught. However, when a lady shouts out to call security for help, we have the robber (security guard of the bank) coming back into the bank and saying “Yes Madam” out of habit, hence revealing his true identity and getting caught by people there.

Commenting about the new film, Abhijit Avasthi, national creative director, Ogilvy & Mather said, “With each Center Fresh commercial, we need to refresh the humor button and the new 'Robbery' TVC is no exception. This is another hilarious take on how people should stick to chewing Center Fresh, rather than talk and land themselves in trouble.” 

Sameer Suneja, chief executive officer, Perfetti Van Melle India added, “Zubaan pe rakhe lagaam proposition has worked very well for the brand in the last three years. Our brief to the agency was to come up with another interesting situation to communicate the brand’s proposition in a refreshing way. Initial response to the film has been really good. The film manages to keep the consumer engaged with the unexpected twist in the end.”
 
Credits:

Client: Center fresh (Perfetti Van Melle)
Sameer Suneja, Rohit Kapoor, Sachin Wali
Agency: Ogilvy & Mather, Mumbai
Creative team: Abhijit Avasthi (national creative director), Anurag Agnihotri, Ashish Naik, Nasrullah Husami
Account management team: Antara Suri, Parul Madaan, Vaishali Agarwal
Production house: Corcoise Films