Perfetti gum brand Center Fruit has rolled out another ad film as part of its ‘Kaisi jeebh laplapaye’ campaign. The ad goes on air on 30 September and will be seen on GEC, music, movie and kids entertainment channels. The film has been conceptualised by Ogilvy and Mather.
The film tells the story of a man who has trouble conversing with Japanese women. He faces constant rejection due to his inability to speak the language. He spots a board for Japanese lessons ‘Ja pani la’. As he enters, he is shown a picture of a Center Fruit. Seeing this, he loses control over his tongue and (therefore) seems to begin speaking the language. Hearing his non-stop Japanese, the lady instructor falls in love with him and the two get married. The film ends with the brand’s tagline, ‘Kaisi jeebh laplapaye’ (How the tongue wagged!).
Anurag Agnihotri, executive creative director, Ogilvy & Mather Mumbai, said, “Laplapana has become synonymous with Center Fruit. This gives us the freedom to put this tongue wagging to quirky uses. Each new commercial is an exercise in madness and there's always the pressure of outdoing the last TVC."
Nikhil Sharma, director, marketing, Perfetti Van Melle India, added, “Center Fruit is one of our biggest brands and its irresistible flavours enjoy strong loyalty across the country. To match up to the scale of the brand, we need to up the ante with every new commercial. We hope that the new ‘Language Classes’ commercial succeeds in capturing the imagination of our loyal consumers.”
Client: Center Fruit
Creative agency: Ogilvy & Mather
Production house: Soda Films
Director (film): Rajesh Krishnan
Producer: Ameya Dahibavkar
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