Center Fruit promises to keep tongues wagging

The madly wagging tongues that yearn for Center Fruit (or as we know it now, the 'Laplapana' effect), return in the new commercial for the liquid-filled gum.

This time around, in the film titled 'Guide', it's a smart tour guide who uses the gum and the effect it has to his advantage, to convince a couple of tourists to choose him over others.

The new ad is said to be based on the insight that in India, guides at heritage sites are always trying new methods to haggle tourists by claiming to know foreign languages or fabricating scandalous stories about the sites.

Nikhil Sharma, director marketing, Perfetti Van Melle India, said, “Center Fruit today is a leading confectionery brand in India and key to the Perfetti portfolio. Over the years we’ve witnessed some clutter-breaking advertising on the brand and we believe this new campaign would further reinforce the core idea of a mouth-watering gum that makes the tongue drool.”
 
“This new film takes the ‘Kaisi Jeebh Laplapayee’ idea to yet another level. It's as demented as the earlier films and will keep the brand securely up there, at the top of the mind,” sai Abhijit Avasthi, national creative director, Ogilvy & Mather, the agency that handles the brand.
 
The commercial will be supported by an integrated digital campaign.
 
Credits:
 
Client: Center Fruit (Perfetti Van Melle India Pvt. Ltd.)
Client team: Ramesh Jayaraman, Nikhil Sharma, Mandar Keskar, Chaitanya Shekar
Agency: Ogilvy & Mather, India
Creative team: Abhijit Avasthi, Anurag Agnihotri, Ashish Naik, Nasrullah Husami
Account management team: Antara Suri, Parul Madaan, Vaibhav Bhardwaj
Production house: Corcoise Films
Director: Prasoon Pandey