Center fruit rides Bollywood brothers formula to promise ‘Endless’ taste

Watch the ad film conceptualised by Ogilvy & Mather here

Jan 04, 2016 10:55:00 AM | Video | Campaign India Team Share - Share to Facebook

Perfetti Van Melle's Center fruit has rolled out a new campaign for its Endless gum, conceptualised by Ogilvy & Mather. 
The film shows a Bollywood-style chase: a young boy plays the cop while the other makes his escape in the role of a robber. The duo run mouthing Bollywood dialogues until they see a BEST bus which has a Center fruit Endless ad on it. Suddenly, they start running behind that bus with wagging tongues. The 'Endless' run carries on for so long that they grow up during the chase. 
Arun Sharma, controller marketing, Perfetti Van Melle India, said, “We have a strong focus on delighting the consumers with relevant innovations. Long lasting taste is an important benefit for the consumers, and we believe this innovation will delight the consumers. The communication challenge was to convey the long lasting flavour in the signature Center fruit way”
Anurag Agnihotri, ECD, Ogilvy & Mather, said, "The product benefit of a long lasting flavour means long lasting 'laplap'. To illustrate this, we used the typical ‘70s Bollywood growing-up sequences. It was the perfect fit and brought out the benefit in the usual, funny Center fruit way."
Client: Perfetti Van Melle
Agency: Ogilvy & Mather
ECD: Anurag Agnihotri
CDs: Saurabh Dikshit, Saurabh Kulkarni
SVP - account management: Vishwajeet Rana
Client services director: Parul Madaan
Group account manager: Ankita Singh
Production house: Bubblewrap films
Director (film): Suresh Triveni
Producer: Ketaki Guhagarkar Surve