Pooja Ahuja Nagpal
Jan 03, 2013

Center Fruit mingles cricket and humour to drive home 'mila-jula' flavours

Watch the TVC created by Ogilvy & Mather

Perfetti Van Melle India has released a TV campaign for its newly launched dual-flavoured liquid-filled gum, Center Fruit Mingle. The television campaign created by Ogilvy & Mather uses humour in a cricket setting to highlight the combined flavours in the gum.

The TVC is set in a stadium where a match is in progress. A batsman hits the ball into the air. Much to his and the commentator’s surprise, the non-striker dives and catches it. The batsman turns in desperation to the umpire for help, but is aghast to see the umpire himself celebrating with the non-striker. The commentator says that in his entire career, he has not seen such a sight. Soon, the entire team joins the celebration as the batsman looks on dumbstruck. He is declared ‘out.’ The commentator exclaims ‘Ye dono miley hue hain jaise pineapple and green-apple flavours miley huain hain Center Fruit Mingle main. The Mila-Jula Gum’.

On the launch, Mandar Keskar, category head, Perfetti Van Melle India, said, “We at Perfetti have always emphasised on getting more and more innovations in the market, to surprise and delight our consumers. Our latest offering provides not only a taste, but also a visual differentiation, never seen before.”

On the campaign, Anurag Agnihotri, group creative director, Ogilvy & Mather, said, “We wanted to create an advertisement that breaks all the common norms adopted for two-in-one commercials. This ad is both funny and crazy, a combination that has always worked wonderfully for us.”

Creative Credits:

Client: Perfetti Van Melle India
Agency: Ogilvy & Mather

Creative team: Abhijit Avasthi, Anurag Agnihotri, Ashish Naik, Saurabh Dikshit

Account management team: Antara Suri, Parul Madaan, Vaibhav Bhardwaj


Production house: Tubelight Films
Director: Prashant Issar
Production house: Tubelight Films

Director: Prashant Issar

Campaign India