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Tag: Center Fruit

  • MTV India and Center Fruit team up to launch ‘Comedy Base Camp’

    MTV India and Center Fruit team up to launch ‘Comedy Base Camp’

    Mumbai: There is nothing in this world as mood uplifting as a laugh or good sense of humor. Keeping this as the crux, MTV India has partnered with Perfetti Van Melle India’s (PVMI) gum brand Center Fruit –  to announce a talent hunt for the world’s highest-ever comedy show to be held near Mount Everest Base Camp in 2022.

    As a part of the association facilitated by Wavemaker, MTV India and Center Fruit launch a co-branded comedy talent hunt show starting 20 July. Hosted by the quick-witted Cyrus Broacha, the episodes will go on air on television later this year.

    Scheduled to be promoted extensively on MTV India’s and Center Fruit’s official digital assets, the talent hunt will give viewers a chance to send in their entries to participate in the show, the channel said in a statement. Of all the entries received, selected five candidates will get an opportunity to trek to the base camp and compete for the winning title in the 2022 grand finale which will air on MTV India. The ultimate winner will receive the trophy as well as cash prizes, it added.

    “The comedy scene in India has grown tremendously over the last few years, but there is immense untapped potential yet,” PVMI’s marketing director, Rohit Kapoor said. “We coupled the trend of consumers indulging in a spot of comedy in their everyday lives with the natural fitment of humor as a key component of Center fruit’s brand philosophy of Mood Ting Tong (Mood upliftment) for this latest adventure. And what better platform for partnership than MTV India that understands what makes young India tick. Our association with them to offer consumers this opportunity is another collective effort to bring joy and recognize hidden talent from across the country.”

    “Over the years, MTV India has forayed into the passion points to create content that resonates with the youth of India,” Viacom18’s head-Network sales, Mahesh Shetty said. “As a youth-centric brand and an effective partner of choice, MTV India has been instrumental in providing the right platform to engage with the youth and provide them with an opportunity to showcase their talent. Our collaboration with Center Fruit to launch ‘MTV-Center Fruit Comedy Base Camp’ is a step further in recognizing and giving the youth an opportunity to bring forth their hidden talent. We are happy to partner with them for a unique concept that is sure to tickle the funny bone of our audiences.”

  • Center Fruit partners with Sony Pictures to introduce special ‘Spiderman – Far from Home’ Pack

    Center Fruit partners with Sony Pictures to introduce special ‘Spiderman – Far from Home’ Pack

    MUMBAI: Perfetti Van Melle India has announced its collaboration with Sony Pictures for its flagship gum brand Center Fruit. With the upcoming release of movie Spider-man Far from Home in cinemas on 5th July, Spiderman frenzy is at its peak. In partnership with Sony Pictures, Perfetti Van Melle is all set to delight Marvel fans with a limited edition Center Fruit ‘Spiderman – Far from Home’ pack. 

    As part of this association which was facilitated by Group M, the brand has rolled a special limited-edition variant with Spider-Man themed packaging. The roll out of the new product is also being supported with a co-branded TVC made in collaboration with Sony Pictures. The TVC is centred around the protagonist who is seen powering up in the new Spider-Man costume. The protagonist then appears to be making use of his ‘Spider-man’ powers to walk across the ceiling on the room ready to save the world. The whole sequence is brought into perspective with the introduction of the elder brother character leading to a twist. The repartee that follows between the siblings introduces the new Center Fruit product that cuts into visuals from the original motion picture trailer. The sequence is supported by the official Spiderman soundtrack that not just builds excitement but also holds the entire sequence deftly. 

    Speaking on the collaboration, Rohit Kapoor, Director Marketing, Perfetti Van Melle India said, “We at Perfetti Van Melle believe in refreshing consumer interest in our product categories with the introduction of contemporary offerings. Center Fruit’s collaboration with the Spiderman Far from Home movie ensures high visibility amongst fans, while the new flavour adds another appealing dimension to the familiar taste profile of the product. Both Center Fruit and the movie are symbiotic in their appeal as contributors to mood upliftment enhancing the ‘fun’ experience that they promise. We are certain that the new Center Fruit ‘Spiderman – Far from Home’ pack will strike a chord with our consumers across India and increase market resonance for the brand significantly.”

    Shony Panjikaran, Marketing Head, Sony Pictures Entertainment, India says "Spider-Man is one of the most beloved superheroes in India and over the years the film franchise has grown even more stronger. Spider-Man appeals to people across ages, and since Center Fruit also does the same, it was a perfect association for us. We are thrilled to partner with Perfetti Van Melle India and are sure that our partnership will lead to blockbuster results for both Spider-Man: Far From Home and the special edition Center Fruit pack.”

    The new TVC is an ode to hardcore Spider-Man fans. We hope consumers like the creative and are excited about trying the new offering says Nasar Husami, Sr. Creative Director, Ogilvy Mumbai.

    Center Fruit is Perfetti Van Melle’s flagship gum brand and was launched in 2005. It is available in multiple fruit flavours and formats. The brand had also recently introduced India’s first Tangy gum with the Center Fruit Chatpata Sparkiez, a unique combination of jelly-filled gum with a tangy taste. Both these introductions are endeavours by Perfetti Van Melle India (PVMI) to recreate products portfolios in keeping with the innovative spirit of the company and engage with consumers in a fun way.

  • 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”.

  • Center Fruit new campaign asks consumers to make their Mood Ting Tong

    Center Fruit new campaign asks consumers to make their Mood Ting Tong

    MUMBAI: Getting bored? Center Fruit now comes to the rescue by making your mood ting tong! That is the new campaign message from Perfetti Van Melle India’s leading gum brand, Center Fruit. 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. Rohan 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 is on air from mid-March 2018 and will be on air across all major channels as well as on digital media.

    Commenting on the new campaign, Rohit Kapoor, Marketing Director, Perfetti Van Melle India said “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”.

    Commenting on the campaign, Anurag Agnihotri, ECD, Ogilvy Mumbai, said, “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”.

  • O&M colours the town blue with Center Fruit

    O&M colours the town blue with Center Fruit

    MUMBAI: Perfetti Van Melle India (PVMI) has launched a new interesting product ‘Colour Your Tongue’ under its flagship chewing gum brand Center Fruit.

     

    The product’s unique proposition is that it turns the tongue blue when chewed, aptly portrayed in the new television commercial. The campaign has been created by Ogilvy & Mather is currently on air across Kids channels and select GECs.

     

    Commenting on the launch, Perfetti Van Melle India category head – gums Mandar Keskar said, “We, at Perfetti, believe in doing something distinctive with every new launch. Center Fruit ‘Colour Your Tongue’ is meant for all those with a taste for some fun! It is not only a completely new flavour offering but also provides an exciting experience of turning the tongue blue when chewed. A sure shot delight, especially for our younger consumers.”

     

    In the latest commercial for Colour Your Tongue, product positioning has been incorporated in a smart and witty manner and has added a new colour to it.
     “Colour Your Tongue is a very interesting product. We wanted to demonstrate the fact that it turns your tongue blue in an equally interesting way” says Ogilvy & Mather, Mumbai group creative director Anurag Agnithotri.

    Launched in 2006, Center Fruit is country’s first fruit-flavored, liquid-filled gum and comes in a variety of flavors.