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Center Fresh takes a tongue-in-cheek look at the mad ad world

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Center Fresh takes a tongue-in-cheek look at the mad ad world

HG Wells had rightly said that “Advertising is legalised lying”, and the latest campaign from Center Fresh reinforces that by tickling the funny bone once again. The brand’s new campaign, titled ‘Yeh Wala’, makes fun of the various marketing tactics adopted by different brands. Conceptualised by Ogilvy & Mather, the film attacks the false claims made by brands through misleading ads.

The ad opens with a boy brushing his teeth, when he screams in pain. Enter a TV reporter into his bathroom, who says, ‘Daato me sadan, aapko chahiye yeh wala toothpaste’. The ad then goes on to show several instances of people falling for false claims. The ad ends with the TV reporter again entering the room and saying, ‘Daato me sadan’ followed by the voiceover, ‘In sabko dijea yeh wala chewing gum - Center Fresh, Zubaan pe rakhe lagaam’.

Commenting on the campaign, Nikhil Sharma, Director-Marketing, Perfetti Van Melle India said, “Center Fresh has been positioned as a product so tasty, that one would rather chew than talk. This insight was the genesis of the tagline “Zubaan Pe Rakhe Lagaam” (Keeps your mouth shut). We have been on this positioning platform since 2007. With every new commercial, our endeavour is to move one step further. The new “Yeh wala” TVC is also an attempt to take the “Zubaan pe rakhe lagaam” proposition forward with a new story.”

On the idea behind the campaign, he added, “Our intent is not to make fun of marketing techniques. This commercial is a funny take on how different people are. There are people everywhere who tend to talk more, and advertising is no exception.”

The ad has been promoted on YouTube as well as social media. The #YehWala Contest on Facebook and Twitter, where users were asked to exercise their writing skills and create a tagline, has received good response. The brand has also made customised content for the digital platform, which will be released shortly.

Watch the ad here…

Is it funny to make fun of yourself?

Expert take
Jitendra Kaushik, Senior Creative Director, Dentsu Marcom remarked, “I loved the ‘Yeh Wala’ ad. It’s really funny and very clutter-breaking. The insight behind the ad is to make fun of our regular ads and convey the message interestingly. Nowadays, the consumer is exposed to these types of ads, which they used as an example of ‘yeh wala toothpaste, yeh wala cement and yeh wala....”

According to him, the ad will surely connect with the masses, but may be not the first time. But if they watch it twice or thrice, then they will understand the idea.

Our take
Advertising has dominated our lives and we wake up to the mantra of ‘Brush twice a day to get a million dollar smile’ and sleep to the slogan of ‘Say good bye to mosquitoes and have a good night’. However, it demands a lot of maturity for any industry to laugh at itself, especially when it’s the creative business. The ad has broken that myth and mocks at all those misleading claims. It brings out the fact that brands talk too much about their benefits in their ads and hence, the tagline – Center Fresh ‘Zubaan pe rakhe lagaam’ – goes very well.

The ad is entertaining and the casting is very funny, especially the boy who wants to have fair and lovely skin and ends up in a Caucasian avatar. The flow of the ad from one product to another makes it more interesting and engaging. The dialogue delivery of the protagonists is hilarious. The ad will surely garner eyeballs due to its brilliant execution and the perfect connect with the brand’s messaging.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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