Centerfruit, from the house of Perfetti Van Melle, is making waves with its iconic campaign that glorifies taste with an entertaining execution and memorable tagline “Kaisi Jeebh Laplapayee”. Breaking new ground in communication, the campaign focuses on the brand’s core promise – an irresistible taste of fruity flavor that leaves consumers craving for more.
The campaign introduces an exciting new TVC, directed by the celebrated director Prasoon Pandey, showcasing Centerfruit’s unique ability to delight consumers with its distinctive taste. The tagline “Kaisi Jeebh Laplapayee” perfectly encapsulates the irresistible and playful experience that Centerfruit delivers with every bite.
Centerfruit has long been recognized for its distinctive flavor and engaging communication and this new campaign builds upon the brand’s core strengths, bringing them to life in a contemporary, fresh manner that aligns with the preferences of today’s consumers.
Commenting on conceptualising the campaign, Anurag Agnihotri, Chief Creative Officer, Ogilvy West, said, “Centerfruit is one of the most loved brands in India. And its tagline, ‘Kaisi jeebh laplapayee’ has been iconic. Over the years, we’ve created wildly funny stories on the simple premise of yummy taste. This time, we’re back with yet another crazy, memorable story. With it, we hope to get tongues wagging, both literally and figuratively, again."
In this brand-new execution for “Kaisi Jeebh Laplapayee”, the focus is all about the irresistible taste of Centerfruit, with a stranded city lady’s need to reach the airport quickly (while being on a bullock cart!) causes the bullock cart driver to think creatively and use his own craving for Centerfruit to find a hilarious solution to this problem.
Commenting on the launch, Gunjan Khetan, Chief Marketing Officer, Perfetti Van Melle India, said “‘Kaisi Jeebh Laplapayee’ is more than a tagline; it’s an expression that captures the essence of Centerfruit’s promise of irresistible taste. With this campaign, we’re bringing the focus on our signature product functionality and taste, delivering a fun and irresistible experience that leaves consumers coming back for more. It’s a true reflection of our dedication to turning every bite into a burst of joy.”
With this refreshed campaign, Perfetti is reaffirming Centerfruit’s position as the go-to gum for anyone seeking an intense burst of fruity flavor. It’s a celebration of taste, creativity, and fun—all wrapped up in one irresistible chew.
