Center fruit has rolled out an ad film to launch its new flavoured chewing gum, 'Xplode'. The film that went on air on 31 October has been conceptualised by Ogilvy & Mather.
It features two characters, an orange and a lemon, each representative of the flavours Center Fruit has to offer. The film begins with the orange working away on the suspension of his car. The lemon walks up behind him with an air pump in hand. Seeing an opportunity to have a little fun, the lemon inflates the orange to a point where he explodes, turning the surroundings orange. As the lemon bursts out laughing, he slips and falls on some pins, inadvertently causing his own explosion. The film ends with the two characters reappearing on screen, only to explode once again as the voice over says, “Center Fruit ka naya xplode. Anokhe shape wala bada gum. Center fruit xplode, Bada juicy dhamaka” (Center Fruit’s new Xplode.The uniquely shaped gum with a juicy explosion).
Mandar Keskar, category head - gums, Perfetti Van Melle, said, “Center Fruit has a loyal and rapidly growing consumer franchise. Our products under the brand have all so far been marketed at the price of Re 1 per piece. This new innovation, Xplode, offers an exciting value addition of fun, taste, texture and shape – at the price of Rs 2 per piece. This is very much in line with our strategy of price segmentation through relevant innovation. The products have tested very well, and we are really excited about them.”
Anurag Agnihotri, executive creative director, Ogilvy, said, “Center Fruit advertising (Kaisi jeebh laplapayee!) has always been wacky and tremendous fun, and the new copy to promote Xplode continues this tradition. The format is new (3D animation) and presents the product in a vibrant and fun manner. The Xplode lemon and orange products have been depicted as mischievous characters who really bring the products to life.”
Client: Center Fruit
Creative agency: Ogilvy & Mather
Creative team: Abhijit Avasthi – National Creative Director
Production house: Vaibhav Studios
Director: Vaibhav Kumaresh