Perfetti Van Melle India’s chewing gum brand Centerfruit has partnered with Paytm (One97 Communications Limited) to introduce a new feature in Paytm Soundbox devices. This initiative is being rolled out at over 10,000 stores across Delhi and Kanpur.
As part of the collaboration, the standard Paytm Soundbox ‘thank you’ notification has been temporarily replaced with a modified sound—‘laplaplap’—referencing Centerfruit’s campaign slogan, ‘Kaisi Jeebh Laplapayee.’ This change is designed to integrate the brand into the customer experience during mobile transactions.
The Soundbox is a device developed by Paytm to confirm digital payments using audio notifications. With this update, each completed payment triggers a unique sound associated with Centerfruit.
Gunjan Khetan, Marketing Director, Perfetti Van Melle India, said, “UPI and Paytm are now ubiquitous in India. By integrating with Paytm pioneered Soundbox, we are adding an unexpected twist to everyday transactions, converting each one of them into ‘jeebh laplapayee’ moments. It’s these little moments of joy that create a deeper emotional connection with these consumers (who actively frequent these stores) right at the point of purchase.”
A spokesperson from Paytm added, “Our pioneering Paytm Soundbox has transformed the way merchants accept payments, and now, with this playful twist with Centerfruit, we are adding a moment of surprise and delight to everyday transactions—making payments more engaging and memorable for everyone.”
The campaign is currently active in areas with high footfall and, according to the companies, has been met with positive responses from both retailers and customers. Perfetti Van Melle India has indicated plans to consider expanding the initiative to additional locations.
