Center Fruit by Perfetti Van Melle has rolled out a new ad campaign, ‘Center fruit Endless’. The launch is supported by a campaign conceptualised by Ogilvy & Mather.
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”
Taking a cue from typical old Bollywood movies, where a young kid transforms into a grown man, while he runs on the streets. The new commercial shows two kids playing on a street. One starts running after the other in a mock chase. Suddenly they start running behind a bus non-stop, wagging their tongues as if they're being compelled by some force. It is because the back of the bus has a Center Fruit Endless banner stuck on it. And they run for so long that they grow up.
Anurag Agnihotri, Executive Creative Director, 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.”
You can watch the ad here:
Anurag Agnihotri, Executive Creative Director
Saurabh Dikshit, Creative Director
Saurabh Kulkarni, Creative Director
Vishwajeet Rana, Sr. Vice President – Account Management
Parul Madaan, Client Services Director
Ankita Singh, Group Account Manager
Production house: Bubblewrap films
Suresh Triveni – Director
Ketaki Guhagarkar Surve – Producer