Mumbai: Centerfruit, a gum brand from Perfetti Van Melle, has launched a new campaign to spotlight its core promise of an unbeatable fruity taste that leaves consumers wanting more. With the tagline “Kaisi Jeebh Laplapayee,” the campaign combines humor and flavor in a memorable and engaging way.
The centerpiece of the campaign is a delightful TVC, directed by the acclaimed filmmaker Prasoon Pandey. The ad humorously depicts a stranded city woman and a bullock cart driver, whose craving for Centerfruit leads to a quirky, creative solution to their predicament. The storyline perfectly illustrates the tagline “Kaisi Jeebh Laplapayee,” capturing the joy and irresistible taste of Centerfruit.
Known for its innovative and engaging communication, Centerfruit has consistently delivered campaigns that resonate with consumers. This latest initiative reinforces the brand’s focus on its signature product functionality—bursting fruity flavor—while presenting it in a fun and contemporary manner that aligns with evolving consumer preferences.
Gunjan Khetan, Chief Marketing Officer at Perfetti Van Melle India, shared her enthusiasm about the new campaign, saying, “’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.”
Through this campaign, Perfetti Van Melle reaffirms Centerfruit’s position as a beloved gum, delivering an intense burst of fruity flavor with every chew. The initiative celebrates taste, creativity, and fun—making Centerfruit the go-to choice for those who seek a playful and flavorful experience.
