Q] What is one thing that makes Center Fruit so popular and still relevant from a marketing perspective?
Center Fruit’s success can’t be attributed to a single factor—it’s the result of many. Launched over 25 years ago, the brand has a rich history, beginning with its breakthrough fruit-flavoured gum that delivers a burst of flavour once bitten into. Alongside a great product, we’ve built strong communication, including the iconic ‘Kaisi Jeebh Laplapayee’ campaign, which we’ve revived. Our distribution is massive, reaching 2.8 million outlets in India (as per Nielsen). We continue to invest in technology, science, and people to drive growth. Our campaign even created a major buzz around the ‘laplapayee’ idea, reinforcing the brand’s appeal.
Q] As you pointed out, this year, Center Fruit brought back the ‘Kaisi Jeebh Laplapayee’ campaign. Could you just take us through the process and what was the thought behind reviving this tagline and this campaign?
Center Fruit has always stood for taste, and we wanted to amplify that in a culturally relevant, easy-to-understand way. While exploring a brand refresh, we saw value in reviving the strong ‘Kaisi Jeebh Laplapayee’ idea from the past. Given today’s cluttered media landscape, we knew our content had to be more powerful to make an impact. After in-depth discussions with our agency, we decided this was the right direction—reintroducing it with a fresh look, a new perspective, and a 360-degree execution across multiple touchpoints.
Q] What are some marketing tactics that you have adopted which also worked well for the brand?
The ‘Kaisi Jeebh Laplapayee’ campaign aimed to connect with people across multiple touchpoints while ensuring message consistency and contextual relevance. Beyond ads, we had a Kumbh Mela activation, reaching nearly a crore people, and transformed Delhi Metro commutes into fun brand interactions. Rural paintings brought the idea to life, while technology enhanced engagement. We’re also collaborating with TV channels for disruptive marketing and digital agencies along with influencers to fuel ongoing content. The core idea remains—Center Fruit is the best-tasting gum, and we’re delivering this message as widely, frequently, and consistently as possible.
Q] From a marketing perspective, what is the preferred mode of advertising and what is the trend that you are noticing nowadays?
India is a skilled yet mass-driven market, where premiumisation has a place, but brand building still relies on mass price points and wide distribution. For that, mass media is key, and TV remains the most measurable medium. However, digital is rapidly growing, not just in metros but also in rural areas, driven by affordable smartphones and data. Consumers in smaller towns are embracing this digital shift, making it a crucial part of the media landscape. While TV still dominates in reach, digital is here to stay and will eventually surpass it—though the timeline remains uncertain.
Q] Can you give me an overview of some changing trends in the confectionery industry that you have been noticing and some trends that are about to come in the next one, two years?
India has evolved significantly in the past decade, with consumers seeking world-class experiences. The youth are well-travelled, highly informed, and aspirational, demanding constant product innovation. Rising disposable income allows brands to introduce premium offerings while maintaining a balance between mass positioning and premiumisation. Consumers also crave variety and instant gratification, making novelty essential in confectionery. The shift from traditional TV-first campaigns to content-driven marketing is accelerating, requiring brands to create engaging, multi-platform narratives. Additionally, evolving tech like AR, VR, and QR is transforming marketing by enhancing engagement, collecting FPD, and improving consumer experiences. These trends are reshaping consumer expectations, communication strategies, and the overall media landscape.
Q] Demographically speaking, which regions in India are your growth drivers?
The performance of Center Fruit varies each year, with different regions excelling at different times. However, the brand remains particularly strong in the North and East, especially in the Northeast, as well as hilly regions like J&K and Himachal. That said, Uttar Pradesh remains its largest market, making the North and East key contributors to the brand’s success.
Q] Could you give me an overview of your budget allocation across different channels for advertising?
I can’t disclose specific details, but our approach is to balance TV, digital, and multi-touchpoint content based on the target audience. For brands targeting kids, digital plays a smaller role since reaching and measuring impact for that audience is challenging, making TV—especially kids’ channels—a stronger choice. For teen-focused brands, digital takes priority due to their distinct content consumption habits. For older audiences, such as those in their 40s and 50s, TV tends to dominate. Ultimately, media allocation depends on factors like target group, brand positioning, campaign objectives, content, and messaging.
Q] With Center Fruit and other Perfetti brands appealing to all age groups, how do you tailor messaging to engage diverse audiences effectively?
It’s not very difficult, thanks to media agencies. The key challenge is aligning on a clear brand strategy. Once that’s set, agencies help execute it effectively. For a teen-focused brand, we choose the right media channels and messaging accordingly. A widely consumed brand like Alpenliebe requires a comprehensive mix—TV, digital, OOH, and influencers—while a kids’ brand leans heavily on TV. Agencies play a crucial role in guiding us to reach our target audience efficiently.
Q] Are there any interesting upcoming campaigns from the company?
We have a few ideas in the works, and you’ll see continued action from us on several brands throughout the year. However, I’m not in a position to disclose which specific brands we’ll be focusing on.
PROFILE
As the Marketing Director of Perfetti Van Melle India, Gunjan Khetan manages a portfolio of some of the country’s most beloved brands. His leadership is driven by a deep understanding of local markets and consumer behaviour, complemented by strategic insights from his international experience across India, South Korea, the UK, and the USA.
ABOUT THE BRAND
Established in 2001 through the merger of Italy’s Perfetti and the Netherlands’ Van Melle, the company is known for popular brands such as Center Fruit, Alpenliebe, Mentos, Chupa Chups, and Happydent. In India, Perfetti Van Melle has a strong presence in the confectionery market, catering to diverse consumer preferences with innovative flavours and marketing campaigns.
Facts
Media Agency: Wavemaker
Digital Agency: Schbang
PR Agency: Avian WE.
BTL/Activation Agency: for Kumbh CashUrDrive, for Metro: PayTunes
Creative Agency: Ogilvy
