Center fresh creates 'Colapur' platform to announce 'Cool Cola' arrival

Perfetti Van Melle India has rolled out a 'Cool Cola' flavour of its liquid-filled gum brand Center fresh. To communicate this, a film conceptualised by Ogilvy & Mather has gone on air.

 

The film opens at 'Colapur' railway station. A vendor gets into the train and announces to passengers his ware, 'Cola', while holding a bottle opener. The passengers look confused, as there are no bottles of 'Cola' in sight but only glass jars. One of them asks for a cola. The seller walks towards him and snaps open the gum from its packing like one would an actual cola bottle. The film ends with the voice over introducing Center fresh's new cola-flavoured offering. 

 

Anurag Agnihotri, ECD, Ogilvy, said, “The commercial works as a brilliant announcer for Center fresh’s new cola flavour, doing so in a manner that is engaging and entertaining."

 

Arun Sharma, associate category director – marketing, Perfetti Van Melle India, said, "We have conducted extensive consumer research to bring a new flavour for a refreshing experience, and we are confident that consumers will love this new flavour. The new copy narrates the story in a compelling manner that would surely help generate trials for the new flavour."

 

The commercial went on air on 8 July 2016.

 

Credits

 

Client: Perfetti Van Melle, India

Brand: Centre fresh

Director – marketing: Rohit Kapoor

Associate category director – marketing: Arun Sharma

 

Group product manager: Anuja Gulati

Creative agency: Ogilvy & Mather

ECD: Anurag Agnihotri

Senior CD: Shahrukh Irani

Creative director: Nasrullah Husami 

Account management: Saksham Kohli, Rashi Jain

Production house: Dungarpur Films

Director (film): Shivendra Singh

Assistant director: Akshay Mulajkar