Center Fruit sets tongues wagging, yet again

O&M has unveiled the latest commercial for Perfetti's liquid filled gum, Center Fruit. Armed with a baseline of 'Kaise jeebh laplapaayee', this is the third commercial by the confectionary major after its initial films of Phone booth and the subsequent ATM commercial aired between 2006-07.

O&M says the latest commercial was born out of a need to do a theme-based commercial that would cut across masses. The film, titled 'Jugalbandi' is a humorous take on Center Fruit's presence in the middle of a duel between a tabla maestro and an experienced classical singer.

View the TVC here


The film opens with a shot of a 'tabalchi' (tabla maestro) and a classical singer participating in a duel - one with the magic of his fingers, the other with the fluency of his vocal cords. Each one tries his best to outdo the other, cheered on by their own supporters. The tabla maestro almost hits a home run with his classical act when the singers supporters decide to distract him by showing him a huge poster of Center Fruit gum. The singer notices the poster and this sets his tongue wagging, in a manner of salivating for the gum. His unintended gesture results in his victory.
 
Commenting on the campaign, Abhijit Awasthi, national creative director, O&M said, "We’ve been working on the kaise jeebh laplapaye platform for quite a while and they’ve been working well for us. The basic thought was to extend it further and present it in a manner that makes it more interesting and appealing to the mases. That is when the concept of Jugalbandi was born."

The TVC has been directed by Rajesh Krishnan of Soda Films.

Credits
Client: Perfetti Van Melle
Agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Creative director: Anurag Agnihotri
Associate creative director: Ashish Naik
Senior copywriter: Nasrullah Husami
Client services director: Lavanya Anirudh
Account director: Antara Suri
Account supervisor: Neha Aggarwal
Director: Rajesh Krishnan
Production house: Soda Films

Media used: TV