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With every small kirana store stocking plastic boxes full of a range of candies, even a layperson would get that the category is extremely competitive. Prasoon Joshi, chairman, McCann Erickson, and the writer and creative director on the brand, added, “Nobody does homework before buying a candy; it’s an impulse purchase and the advertising has to be exciting so a brand can be top of the mind.” There wasn’t any particular brief for the new TVC, but the agency and company Perfetti Van Melle decided to continue with their ongoing campaign of Alpenliebe arousing greed.
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.
Perfetti Van Melle India (PVMI) has rolled out a campaign for its bubble gum brand, Big Babol, with the objective of reinforcing the brand proposition ‘Bade Kaam Ki Cheez.’ The campaign has been designed by McCann Erickson.The new commercial presents yet another situation where the bubble comes into play and puts a spin on the story.
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