Centerfruit, the iconic gum brand from Perfetti Van Melle, has launched an exciting new campaign to emphasize its core promise – an irresistible fruity flavor that keeps consumers coming back for more. The campaign, aptly titled “Kaisi Jeebh Laplapayee,” introduces a new TVC directed by renowned director Prasoon Pandey, showcasing the delightful and playful experience that Centerfruit delivers with every bite.
The campaign highlights Centerfruit’s signature taste through a humorous scenario involving a stranded city lady on a bullock cart racing against time to reach the airport. In a creative twist, the bullock cart driver uses his own craving for Centerfruit to find a hilarious solution, emphasizing the irresistible flavor that makes every moment fun.
Gunjan Khetan, Chief Marketing Officer of Perfetti Van Melle India, commented, “’Kaisi Jeebh Laplapayee’ is more than just a tagline—it reflects our dedication to offering a burst of joy with every chew.” Anurag Agnihotri, Chief Creative Officer of Ogilvy West, added, “We’re bringing back the playful stories that highlight Centerfruit’s yummy taste in a fun, memorable way.” In Kolkata, Centerfruit’s refreshed campaign has garnered positive attention, resonating with consumers who are increasingly seeking flavorful, fun, and memorable experiences. With its distinctive fruity taste, the campaign is expected to strengthen Centerfruit’s foothold in the competitive Kolkata market, appealing to the city’s youthful and dynamic demographic.
