ITV

Tag: Anurag Agnihotri

  • Center Fruit launches campaign with new tagline

    Center Fruit launches campaign with new tagline

    MUMBAI: Perfetti Van Melle India’s leading gum brand, Center Fruit, has launched a new campaign that asks consumers to make their mood Ting Tong.

    The campaign is based on the insight that all of us have unavoidable moments of boredom in our daily life, and a little uplift in mood in such moments can make the task enjoyable.

    The story draws from mundane slice-of-life boring situations which a teenager goes through. Rohan has a deadline to submit his assignment. He, however, finds the routine assignment boring and is no mood to complete it. He spots a Center Fruit which he pops in, and bites the gum. The flavourful splash works its magic and we see that his mood has dramatically improved. Keying in his assignment now becomes fun, almost as if the keyboard has turned into a piano. The change in mood makes a routine situation enjoyable for him and he finishes the assignment in time for submission to the professor.

    The new campaign will be on air from mid-March 2018 and will be on air across all major channels as well as on digital media.

    Perfetti Van Melle India marketing director Rohit Kapoor says, “Center Fruit has always been about a great fruity taste. For the new campaign, we worked with consumers to understand their consumption experience and what Center Fruit does for them. The flavourful splash is core to the consumption experience. This is the insight which the new campaign captures – the tasty splash is a real mood uplifter. With this, the brand moves from the memorable kaisi jeeb laplapyee to a new tagline Mood Ting Tong, which resonates strongly with consumers”.

    Ogilvy Mumbai ECD Anurag Agnihotri mentions, “Center Fruit has always been an absolute delight to work on. After years of amazing work on kaisi jeeb laplapyee, we felt it was a good time to explore something new, still keeping the taste promise integral to the film. The basic promise is ‘mood enhancement’ and we decided to build on this simple promise and came up with ‘mood ting tong’. This is the first TV commercial of what will be yet another series of crazy funny stories”.

  • ‘Fun ko seriously lo!’; two Chupa Chups flavours launched

    ‘Fun ko seriously lo!’; two Chupa Chups flavours launched

    MUMBAI: It’s a Fun campaign. Perfetti Van Melle will surprise consumers with its tongue tickling sweet and sour taste in delicious Strawberry, Raw Mango and Mixed Fruit flavors. The distinctive shapes and textures of both the products naturally lend themselves to playful consumption.

    The communication for the new launch encapsulates the brand philosophy of ‘Fun ko seriously lo!’ (Taking fun seriously). The campaign will air across all major national and regional channels and digital media as well.

    In a statement, Perfetti Van Melle India MD Ramesh Jayaraman said, “Our recent launch, Chupa Chups Bubble Gum Filled Lollipops, has received a very positive response. With this launch now of Sour Bites and Belts, we are raising the innovation bar. The Chupa Chups fun personality is inherent in these offerings and their distinctive shape and textures offer great scope for playful consumption.’’

    Marketing director Rohit Kapoor said, “These are extremely successful formats in some international markets and it was indeed a challenge to bring these delightful offerings at mainstream price points in India. The launch will be supported by a communication campaign on ‘take fun seriously’ platform, that includes a new TVC, point of purchase material in general trade, visibility drive in Modern trade and digital campaign targeting the brand’s core teenage audience.”

    Ogilvy ECD Anurag Agnihotri said, “It’s a delight to create a fun piece of communication for a product that’s so true to its brand philosophy. The new Chupa Chups Sour Belt and Sour Bites commercial brings alive the positioning of ‘Fun ko seriously lo!’ in a cheeky and humorous manner.”

  • ‘Fun ko seriously lo!’; two Chupa Chups flavours launched

    ‘Fun ko seriously lo!’; two Chupa Chups flavours launched

    MUMBAI: It’s a Fun campaign. Perfetti Van Melle will surprise consumers with its tongue tickling sweet and sour taste in delicious Strawberry, Raw Mango and Mixed Fruit flavors. The distinctive shapes and textures of both the products naturally lend themselves to playful consumption.

    The communication for the new launch encapsulates the brand philosophy of ‘Fun ko seriously lo!’ (Taking fun seriously). The campaign will air across all major national and regional channels and digital media as well.

    In a statement, Perfetti Van Melle India MD Ramesh Jayaraman said, “Our recent launch, Chupa Chups Bubble Gum Filled Lollipops, has received a very positive response. With this launch now of Sour Bites and Belts, we are raising the innovation bar. The Chupa Chups fun personality is inherent in these offerings and their distinctive shape and textures offer great scope for playful consumption.’’

    Marketing director Rohit Kapoor said, “These are extremely successful formats in some international markets and it was indeed a challenge to bring these delightful offerings at mainstream price points in India. The launch will be supported by a communication campaign on ‘take fun seriously’ platform, that includes a new TVC, point of purchase material in general trade, visibility drive in Modern trade and digital campaign targeting the brand’s core teenage audience.”

    Ogilvy ECD Anurag Agnihotri said, “It’s a delight to create a fun piece of communication for a product that’s so true to its brand philosophy. The new Chupa Chups Sour Belt and Sour Bites commercial brings alive the positioning of ‘Fun ko seriously lo!’ in a cheeky and humorous manner.”

  • Mirchi Kaan Awards 2014 names Scarecrow as Agency of the Year

    Mirchi Kaan Awards 2014 names Scarecrow as Agency of the Year

    MUMBAI: The 11th edition of Mirchi Kaan Awards saw some of the big names of the ad and corporate world such Josy Paul, Pops, Sajan Raj Kurup, Rekha Nigam, Sunil Lulla, Sanjay Tripathi, Gaurav Seth and Sripad Nadkarni present at the awards as the winners were felicitated in front of a packed audience.

     

    Scarecrow Communications emerged as the ‘Agency of the Year’, with a total of 6 awards, including 5 Gold and 1 Bronze. JWT Mumbai bagged 2 gold, 2 silver and 3 bronze awards. Linen- A Lintas Group Company, walked away with a total of 11 awards, including 4 silver and 7 bronze.

     

    Last year’s agency of the year, Ogilvy & Mather, bagged 2 silver and 1 bronze award. Scarecrow Communications also won the ‘Crystal Award’ and ‘Best Radio Creative of the Year – Client’s Choice’ for the Nitco Tiles radio spot captioned ‘Pinkesh’. Kapil Tammal, Manish Bhatt, Raghu Bhat and Sarvesh Raikar walked away with the ‘Radio Writer of the Year’ award.

     

    NITCO was honored with the title of ‘Client of the Year’. Sounds Good Production won ‘Excellence in Production’ while Madison Media Pinnacle won the ‘Best use of Radio as a Medium’ for Cadbury Celebrations – Songs for Sisters campaign. At a regional level, Radio Mango won 2 bronze awards.

     

    The Mirchi Kaan Awards was introduced in 2004 to celebrate creativity in the challenging field of radio advertising. The 11th edition of the awards, centered on the theme of ‘Mute the Clichés’, attracted over 250 entries from 36 agencies across 20 categories.

     

    Commenting on the success of the event, GG Jayanta, National Marketing Head, ENIL (Radio Mirchi), said, “We are extremely delighted to see the turnout of our initiative in acknowledging the potential of radio. The surge in participation is a testament to the acceptance of radio as an important medium in creative communication. This year we have opened the way for regional entries too. We hope to continue our efforts in awarding and showcasing some of the most innovative advertising campaigns on radio. We congratulate all the winners and take this occasion to thank the jury.”

     

    This year’s jury included eminent creative personalities such as Josy Paul, Prathap Suthan, Agnello Dias, Anurag Agnihotri, Priti Nair, Amit Akali, Manohar Nayak, Tista Sen, Rekha Nigam , Prateek Bharadwaj & Tapas Sen.

     

  • O&M creates TVC for Perfetti’s new offering

    MUMBAI: Perfetti Van Melle India (PVMI) has rolled out an ad campaign for launching its new offering, dual-coloured, dual-flavored liquid-filled gum – Center Fruit Mingle.

    The television campaign has been created by Ogilvy & Mather.

    Ogilvy & Mather group creative director Anurag Agnihotri said, “We wanted to create an ad that breaks all the common norms adopted for two-in-one commercials. This ad is both funny and crazy, a combination that has always worked wonderfully for us.”

    According to the agency, the insight for this TVC came from the fact that two flavors are together ‘miley hue‘ in one gum.

    The TVC shows a serious cricket match in progress. The batsman hits the ball into the air and to his surprise, the non-striker dives and catches it. The batsman turns to the umpire to seek resolution and is shocked to see the umpire himself celebrating with the non-striker. The commentator exclaims ‘Ye dono miley hue hain‘ (these two are in it together)‘… just like pineapple and green-apple are together in Center Fruit Mingle- The Mila-Jula Gum‘.

    Directed by Prashant Issar, the campaign has been produced by Tubelight Films.