Centerfruit Focuses on Flavor with Its New Campaign – “Kaisi Jeebh Laplapayi?”
New Delhi: Perfetti Van Melle’s popular brand Centerfruit has created a buzz with its latest campaign, celebrating its irresistible taste through an engaging and catchy tagline – “Kaisi Jeebh Laplapayi?” (How’s Your Tongue Tingling?). This campaign marks a renewed focus on the brand’s core promise – an unbreakable fruity flavor that keeps consumers coming back for more.
Directed by the renowned filmmaker Prasoon Pandey, the campaign features an exciting new TVC that highlights Centerfruit’s unique ability to delight consumers with its signature taste. The tagline “Kaisi Jeebh Laplapayi?” perfectly encapsulates the thrilling and fun-filled experience Centerfruit offers in every bite.
Centerfruit has long been recognized for its distinctive taste and impactful brand messaging. This new campaign reinforces the brand’s strengths while presenting them in a modern, refreshing manner, aligning with contemporary consumer preferences.
The campaign’s story follows a city woman who is in a hurry to reach the airport, despite traveling on a bullock cart! Her urgency sparks the cart driver’s creative thinking, leading to a humorous and innovative solution fueled by his craving for Centerfruit.
Speaking about the launch, Gunjan Khetan, Chief Marketing Officer, Perfetti Van Melle India, said, “Kaisi Jeebh Laplapayi?” is not just a tagline – it’s an expression that captures the essence of Centerfruit’s unbreakable taste promise. Through this campaign, we are highlighting the product’s flavor and performance, delivering a fun and unforgettable experience that keeps consumers coming back. It reflects our commitment to turning every bite into an explosion of joy.”
Commenting on the campaign’s concept, Anurag Agnihotri, Chief Creative Officer, Ogilvy West, said, “Centerfruit is one of India’s most beloved brands, and its tagline, ‘Kaisi Jeebh Laplapayi?’ has become iconic. Over the years, we have built entertaining stories around the simple idea of delicious taste. This time, we are back with another crazy and memorable tale. We hope this campaign gets tongues wagging – both literally and figuratively!”
With this fresh and vibrant campaign, Perfetti is re-establishing Centerfruit as the go-to choice for anyone craving an intense fruity flavor explosion. It’s a celebration of taste, creativity, and fun – all wrapped into one irresistible chewing gum.