Perfetti Van Melle India (PVMI) has launched a new paan flavour of its chewing gum brand Center Fresh.
The ad film for Center Fresh Paan reaffirms the brand’s positioning ‘Zubaan pe rakhe lagaam’ (Keeps your mouth shut), while announcing the arrival of the new flavour. The TVC opens at dhobi ghaat where a man is shown washing clothes. His son comes to him wearing a white shirt, and announces that he has managed to get a government job while continuously chewing paan. The father points towards a sitar player who starts playing a happy tune while the son goes on to say that he will get a salary of Rs 20,000. He accidently spits some paan on his shirt but continues talking about how his father would not have to wash clothes anymore. His father, enraged with the son staining his white shirt, starts washing his son like he would wash the shirt. The voiceover announces, “Jab paan khaaye, to kripya zabaan na chalayien” (Kindly do not talk while chewing paan), and goes on to announce the new product.
On the launch, Chaitanya Shekar, group product manager, PVMI, said, “Center Fresh and Paan have significant synergies, given their mouth-freshening properties and it was only a matter of time in getting this logical extension on the brand. We are extremely excited about this new launch and we believe this format will open up new avenues for consumption of paan in a quick and fun way.”
Abhijit Avasthi, NCD, Ogilvy & Mather, said, “We have all come across the not-so-pretty sight of people stuffing paan into their mouths and talking. Half of the time it’s not even clear what they are saying. But they go on, without caring whether the spittle is staining their clothes or flying off from their mouths and landing on the other person’s face. We took this insight and crafted a funny ad that showed the consequences a dhobi’s son has to face due to his talking while chewing paan.”
Agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Group creative director: Anurag Agnihotri
Senior creative Director: Ashish Naik
Creative director: Saurabh Dikshit
Account management: Kapil Arora, president – branch head, Ogilvy North
Vice president - client services: Antara Suri
Account director: Parul Madaa
Account supervisor: Mithila Manhas
Production house: Soda Films
Director: Rajesh Krishnan
Producer: Ameya Dahibavkar