Perfetti Van Melle India has rolled out a film for its chewing gum brand Center Fruit.
Conceptualised by Ogilvy, the film looks to extend its positioning of 'Mood Ting Tong'. It shows a tailor taking measurements of a lady in a shop. The latter seems to be exasperated with the speed of him working. A youngster also at the shop is looking extremely bored. He opens a Center Fruit and that ends his boredom. He finds a unique way of working around the measurements in a quick and fun manner.
Rohit Kapoor, director - marketing, Perfetti Van Melle India, said, “Center Fruit as a brand has always played in a space where Fun is at the core due to the fruity flavor. The gum has been established as a mood uplifter staying true to its brand proposition of Mood Ting Tong. The new TVC resonates with the brand proposition and conveys the message to the audience in a rather humorous manner keeping it in the fun zone.”
Anurag Agnihotri, managing partner - creative (West), Ogilvy, added, "Teens have a very short attention span and are constantly trying to master the art of surviving boredom. Here in this film, Center Fruit comes handy, adding a much-needed burst of fun to a mundane, boring moment."
Client: Perfetti Van Melle
Director - marketing: Rohit Kapoor
Associate director (category): Ritesh Sud
Group product managers: Yash Malpani, Indranil DasProduct manager: Tanvi Mittal
Chief creative officers, India: Kainaz Karmakar, Harshad Rajadhyaksha and Sukesh Nayak
Creative team: Anurag Agnihotri, Shahrukh Irani and Nasrullah Husami
Brand planning: Vandana Nath
Account management team: Amarinder Butalia, Aditi Sobti and Lasna Sharma
Production house: Tubelight Films
Director: Prashant Issar
Producer: Simran Rao