Monday, 29 September 2014

Speaking in Tongues

New Delhi, September 29, 2014: Center Fruit is one of the biggest brands in the sugar confectionery category in India today and has achieved exponential growth over the last couple of years. The brand has made tongues go ‘laplap’ and audiences go ‘LOL’ for nearly a decade through crazy commercials like Phone Booth, Human ATM and Jugalbandi.

Last year, the brand’s ‘Waiter’ TVC stood out as one of the most viewed and most loved ads across product categories. It also won several accolades in various award forums.

Center Fruit’s tagline ‘Kaisi Jeebh Laplapaye’ has come a long way since its inception. In its latest avatar, the brand has taken this proposition forward with the new ‘Language Classes’ campaign. The insight of the film derives from the fact that most foreign languages are difficult to learn and take time to master. If only there was a language class that allowed us to instantly learn a new language. The film opens on a simpleton with an unexpected problem – he has trouble serenading Japanese women. So he joins an unconventional language class whose teaching method involves showing the student a Center Fruit. On seeing the chewing gum, the man’s tongue starts going ‘laplap’ uncontrollably and in the process he learns fluent Japanese and even wins over his dream girl.

The campaign has been created by Ogilvy and has gone on air across GECs, Music, Movies and Kids channels from 30thSeptember ‘14. “Laplapana has become synonymous with Center Fruit. This gives us the freedom to put this tongue wagging to quirky uses. Each new commercial is an exercise in madness and there's always the pressure of outdoing the last TVC" says Anurag Agnihotri, Executive Creative Director at O&M, Mumbai.
Commenting on the launch of the new campaign Mr. Nikhil Sharma, Director – Marketing, Perfetti Van Melle India says “Center Fruit is one of our biggest brands and its irresistible flavors enjoy strong loyalty across the country. To match up to the scale of the brand, we need to up the ante with every new commercial. We hope that the new ‘Language Classes’ commercial succeeds in capturing the imagination of our loyal consumers.”

Agency Credits:

Abhijit Avasthi - National Creative Director
Anurag Agnihotri – Executive Creative Director
Ashish Naik – Senior Creative Director

Account Management:
Kapil Arora, President – Branch Head, Ogilvy North
Vishwajeet Rana, Sr. Vice President – Account Management
Parul Madaan, Management Supervisor
Ankita Singh, Account Supervisor

Production House Credits:
Production House – Soda Films
Rajesh Krishnan – Director
Ameya Dahibavkar – Producer

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