Center Fruit, from the house of Perfetti Van Melle India, attempts to re-establish its positioning of Mood Ting Tong with a new Campaign that embodies the brand’s purpose of mood upliftment for its TG.
The new advert weaves the brand proposition in a slice-of-life, fun scenario, showcasing the life of an ordinary teenage grandson, who works with his grandfather in his ancestral tailor shop.
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On the launch of the new TVC, Rohit Kapoor, Director- Marketing, Perfetti Van Melle India, said, “Center Fruit as a brand has always played in a space where Fun is at the core due to the fruity flavor. The gum has been established as a mood uplifter staying true to its brand proposition of Mood Ting Tong. The new TVC resonates with the brand proposition and conveys the message to the audience in a rather humorous manner keeping it in the fun zone.”
Anurag Agnihotri, Managing Partner – Creative (West), Ogilvy, added, “Teens have a very short attention span and are constantly trying to master the art of surviving boredom. Here in this film, Center Fruit comes in handy, adding a much-needed burst of fun to a mundane, boring moment.”
Brand Credits:
- Rohit Kapoor – Director Marketing, Perfetti Van Melle India
- Ritesh Sud – Associate Director (Category), Perfetti Van Melle India
- Yash Malpani, Indranil Das – Group Product Manager, Perfetti Van Melle India
- Tanvi Mittal – Product Manager, Perfetti Van Melle India
Agency Credits:
- Agency: Ogilvy
- Chief Creative Officers, India: Kainaz Karmakar, Harshad Rajadhyaksha, and Sukesh Nayak
- Creative Team: Anurag Agnihotri, Shahrukh Irani and Nasrullah Husami
- Brand Planning: Vandana Nath
- Account Management Team: Amarinder Butalia, Aditi Sobti, and Lasna Sharma
- Production House: Tubelight Films
- Director: Prashant Issar
- Producer: Simran Rao
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