Centerfruit, the chewing gum brand from Perfetti Van Melle India, has launched a new advertising campaign under its iconic “KaisiJeebhLaplapayee” platform, introducing a humorous ad film set against the backdrop of an Indian wedding.
The latest campaign builds on the success of last year’s revival of the “KaisiJeebhLaplapayee” concept, which highlighted the brand’s irresistible fruity taste. In the new film, a robbery takes place during a wedding celebration, prompting police to review CCTV footage in search of the culprit. The story takes an unexpected turn when a Centerfruit “laplap” moment helps investigators fast-forward through events and identify the thief, creating a comic twist that forms the centerpiece of the campaign.
According to the company, the campaign was preceded by a series of innovative pre-launch engagements aimed at generating excitement and encouraging consumers to “go Laplap” before the television commercial’s release.
Speaking on the launch, GunjanKhetan, Director-Marketing at Perfetti Van Melle India, said the campaign continues to focus on Centerfruit’s irresistible taste while introducing a fresh layer of entertainment. He added that the brand has always sought to create joyful and unexpected moments for consumers.
Film director PrasoonPandey described the commercial as one of the wildest projects he has worked on with Perfetti and Ogilvy, while AnuragAgnihotri, Chief Creative Officer of Ogilvy India (West), said the campaign aims to capture the brand’s signature taste through an entertaining and exaggerated “laplap” experience.
With the new campaign, Centerfruit continues to reinforce its long-standing brand promise of delivering playful and irresistible moments through its distinctive fruity flavour.
