Perfetti Van Melle India has unveiled a new advertising campaign for its chewing gum brand Centerfruit, extending its iconic “KaisiJeebhLaplapayee” platform as the company seeks to strengthen consumer engagement through humour-led storytelling and brand recall. The latest campaign features a new television commercial set at a bustling Indian wedding where a robbery triggers a police investigation. As officers review CCTV footage to identify the culprit, a signature Centerfruit “laplap” moment creates an unexpected twist, allowing events to unfold rapidly and helping crack the case. The film builds on last year’s campaign, which re-established the brand’s positioning around its irresistible fruity flavour.
Ahead of the launch, Centerfruit rolled out a series of pre-buzz consumer engagement activities designed to generate curiosity and amplify conversations around the campaign before the television commercial went live. GunjanKhetan, Director-Marketing, Perfetti Van Melle India, said the company is continuing to build on the successful return of the “KaisiJeebhLaplapayee” platform while reinforcing Centerfruit’s core proposition of irresistible taste. He said the campaign combines the brand’s established identity with a fresh layer of entertainment to create relatable and joyful consumer experiences.
Director PrasoonPandey described the commercial as one of the most ambitious collaborations between Perfetti and Ogilvy, while AnuragAgnihotri, Chief Creative Officer, Ogilvy India (West), said the objective was to capture Centerfruit’s explosive fruity taste through a highly entertaining and memorable narrative. The campaign underscores Centerfruit’s strategy of leveraging distinctive brand assets and humour-driven content to maintain relevance in India’s highly competitive confectionery market.
