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

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."

 

Credits

 

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