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Tag: Gunjan Khetan

  • Centerfruit gets tongues wagging with AI challenge

    Centerfruit gets tongues wagging with AI challenge

    MUMBAI: What do you get when you mix flavour, fun, and futuristic tech with zero internet? A rural marketing masterstroke. Centerfruit, from the house of Perfetti Van Melle India, has launched an industry-first voice-based AI campaign that’s got rural tongues wagging – quite literally.

    In a bold move to bridge the digital divide, Centerfruit rolled out the Tongue Twister Challenge in partnership with WPP, BharatGPT.ai, and Google Cloud. Targeted at audiences in rural Uttar Pradesh – where smartphone penetration is patchy and data access even patchier – this initiative lets users engage with the brand using nothing more than a basic feature phone.

    Sharing his thoughts on the campaign, Perfetti Van Melle India marketing director Gunjan Khetan said, “Rural Bharat is an important market for Centerfruit, and while we have been able to reach millions through Television, there are still pockets where narrating our brand story has been a challenge. However, the latest Voice AI tech activation is a game-changer, it allows us to not just reach but have conversations with people outside of the traditional digital ecosystem. By using AI and creative storytelling, we bring the Kaisi Jeebh Laplapayee spirit to life in a way that feels local, effortless, and deeply inclusive. We believe this is a powerful step toward ensuring that no consumer is left out of the conversation, no matter where they are or what technology they have access to.”

    As part of its ongoing ‘Kaisi Jeebh Laplapayee’ campaign, the brand deployed a hyperlocal Voice AI that dialled users directly. All they had to do was give a missed call, and they were in – chatting away in local dialects, tackling tongue twisters, and laughing through a gamified, fully voice-led experience.

    The backend was as sophisticated as the frontend was simple. Deployed on Google Cloud, the experience leveraged BharatGPT and CoRover’s desi LLM optimised for Indian languages and dialects. Users’ voices were streamed and converted in real-time, analysed by Gemini (Google’s AI model), and scored on clarity, pronunciation, and speed. No screens, no apps, just good ol’ vocal cords.

    But the experience didn’t stop at tongue twisters. Users could also ask questions in their native dialects via BharatGPT.ai’s ‘Ask Engine’ and receive instant responses, turning every call into a conversation.

    Google Cloud India VP and country MD, Bikram Singh Bedi added, “Google Cloud’s scalable cloud infrastructure will enable brands like Center Fruit to reach consumers in their native language and Gemini’s capabilities will enable real time scoring which will make the whole user journey exciting while creating more brand recognition. This is a testament to how technology can truly empower businesses and consumers around the globe.”

    Wavemaker CEO – South Asia, Ajay Gupte said, “We believe technology should be an equalizer, not a barrier. Our collaboration on the campaign along with BharatGPT.ai and Google Cloud is a powerful example of how voice-based GenAI can bridge the digital divide and bring playful, immersive brand experiences to audiences often overlooked by mainstream media. By combining creativity with scalable tech infrastructure, we’re proud to help create a campaign that’s as inclusive as it is innovative—one that speaks directly to people, in their language, on the devices they already use. This initiative is a step forward in redefining how brands connect with rural India—not just by reaching them, but by truly engaging them in ways that are local, personal, and deeply human.”

    Hogarth India CEO Karthik Nagarajan said, “This partnership between Perfetti Van Melle, WPP, Google Cloud, and BharatGPT wasn’t about tech deployment – it was about cultural engineering. We built AI not just to answer questions, but to reflect the wit, rhythm, and warmth of everyday Bharat. When creativity meets technology, you don’t just reach people – you resonate. As a content experience company, we specialize in delivering engaging, enriching brand experiences irrespective of the medium. In this case, we are very grateful to Perfetti Van Melle for providing a platform that enabled us to create such an experience at scale for its audience.”

    With this move, Centerfruit hasn’t just taken the road less travelled – it’s made it multilingual, hyperlocal, and powered by next-gen tech. Who said you need 5G to have fun?

  • Alpenliebe unwraps India’s first liquid choco-filled lollipop

    Alpenliebe unwraps India’s first liquid choco-filled lollipop

    MUMBAI: Alpenliebe has dropped a game-changer for sweet tooths everywhere: India’s first-ever lollipop with a gooey choco core. Say hello to Alpenliebe Eclairs Pop, a caramel-coated candy surprise that oozes rich chocolate at the heart of every lick.

    Known for its classic Eclairs with that irresistible molten centre, the brand has now taken things up a stick-literally. At just Rs 5 a pop, the Eclairs Pop delivers indulgence in a pocket-sized, on-the-go avatar. Whether you’re a slow licker or a single-bite rebel, this new launch promises a sugar rush with style.

    Aimed at teens and young adults who want their cravings satisfied fast and flavorful, the Eclairs Pop is Alpenliebe’s way of turning an ordinary snack into a cheeky, liquid choco-packed moment of bliss.

    “With Alpenliebe Eclairs Pop, our aim was to extend a much-loved experience into a new, convenient format. We know how deeply loved the Eclairs’ choco center is – and this product carries that indulgence forward in every way. Teens and young adults are seeking richer, more immersive treats even in everyday formats—and Eclairs Pop is just that. Not a twist, but a natural evolution of what they already enjoy,” said Perfetti Van Melle India director marketing Gunjan Khetan.

  • Center fresh launches ‘Aage Badh’ campaign

    Center fresh launches ‘Aage Badh’ campaign

    Mumbai: Center fresh, Perfetti Van Melle India’s flagship gum and mints brand has launched its new “Aage Badh” campaign with Varun Dhawan as the brand ambassador. The campaign aims to inspire young people to adopt a forward-looking attitude and overcome everyday setbacks with a fresh perspective.

    This collaboration between Center fresh and Varun Dhawan aims to engage and inspire audiences. Varun Dhawan showcases how Center fresh’s boost of freshness can positively impact one’s outlook on life. The campaign’s quirky storyline and uplifting message are designed to resonate with Gen Z audiences and make a lasting impression.

    Perfetti Van Melle India MD Nikhil Sharma said, “With presence in close to three million outlets today, the Center fresh brand has retained its appeal to consumers over the years by being relevant and consistently refreshing its communication. We are thrilled to be partnering with Varun Dhawan for our current campaign. He delivers a sparkling performance in the TVC nicely conceived by Ogilvy and is born out of strong insight.”

    Center fresh has always prioritised connecting with the younger generation, and our latest TVC with Varun Dhawan exemplifies our commitment to providing a fresh perspective and moving forward in life,” said Perfetti Van Melle India MD Gunjan Khetan. “Varun’s ability to connect with diverse audiences, particularly the youth, infuses Center fresh with a new energy that will resonate strongly with our fans.”

    “I’m proud to be a part of the Center fresh family and their new campaign, Aage Badh,” said Varun Dhawan. “As someone who’s always on-the-go, I know how moving on from small, daily setbacks with a fresh perspective can really turn my day around – whether I’m on set, at a shoot, or just living life to the fullest. It always helps to just pop a center fresh and ‘Aage Badh’! This, for sure, is going to be my mantra going forward”

    Commenting on the same, Ogilvy India creative director Anurag Agnihotri said, “Our message here is simple – Life’s challenges  are just opportunities in disguise. Take a moment to pause, refresh, and reboot – then tackle them head-on with a clear mind and a positive attitude. Embrace the chance to grow, learn, and move forward. Simply Aage Badh Ja.”

    The Aage Badh campaign, launched across television, digital, and social media platforms, is designed to resonate with young audiences who embrace the mantra of moving forward despite daily setbacks. Center fresh encourages today’s youth to stay positive, adapt to change, and live life to the fullest.

  • Stick with Nick: The ultimate destination for kids

    Stick with Nick: The ultimate destination for kids

    Mumbai: Nick India continues to solidify its position as the premier kids’ entertainment brand with the launch of the innovative ‘Stick with Nick’ campaign. This latest campaign underscores Nick’s commitment to seamlessly integrate into the lives of its young audience, providing a rich, multi-platform entertainment experience.

    For over a decade, Nick has been the go-to brand for kids’ entertainment in India, with beloved shows like Motu Patlu, Chickoo Aur Bunty, and Rudra creating a unique space for kids to call their own. Beyond television, Nick offers a comprehensive entertainment ecosystem, integrating television, digital platforms, and on-ground experiences. The brand’s embrace of new technologies has solidified its relevance in the kids’ entertainment sector.

    At Nick, commitment to innovation and engaging content remains unwavering. Viacom18 business head – kids TV network Anu Sikka stated, “Nick is dedicated to creativity and great content, making it the top choice for millions of kids and families. Our brand’s wide reach and appeal make it a favourite not only among kids but also for partners looking to connect with young audiences. This new campaign aims to give kids an amazing experience with their favourite Nick toons in unique ways. It’s a clear example of our commitment to bringing joy and excitement to kids’ lives while offering a valuable platform for brands.”

    The ‘Stick with Nick’ campaign is live on-air with a watch and win contest, where kids will get a chance to win exciting specially curated gifts that ‘money can’t buy’. Furthermore, Nick enhances its television content with a strong digital presence through its OTT platform JioCinema. With Centerfruit as presenting partner, the campaign is set to create a whole lot of fun, along with powered by partner Camel and associate partners Catch and MamyPoko Pants.

    Commenting on the association, Perfetti Van Melle India marketing director Gunjan Khetan said “Centerfruit is excited to partner with Nick for the ‘Stick with Nick’ campaign. Nick’s extensive reach and universal appeal align wonderfully with Centerfruit’s vibrant and playful brand ethos. This collaboration contributes to our pursuit of bringing joy and excitement to our consumers. Together, we aim to create memorable moments for children across India.”

    Talking about the collaboration, Kokuyo Camlin Ltd chief strategy and marketing officer Rishi Kakar said, “Camel is excited to join forces with Nick for the Stick with Nick campaign. We look forward to a successful collaboration that enriches the lives of kids and families alike.”

    Strategic partnerships to give kids an on-ground experience include an association with MyFroyoLand, where Nick has curated an exclusive “Nick Specials” menu featuring flavors like Nick Chikoo Bunty Chocolate Chip Cookie Dough and Nick Motu Patlu Cotton Candy. Additionally, a collaboration with Birdy’s introduces limited edition cake flavors such as Nick Chikoo Bunty New York Cake and Nick Motu Patlu Dutch Truffle Cake, available across food delivery platforms and Mumbai stores.

    The brand has activated a robust social media strategy that includes integrated posts and campaigns across all major platforms and features over 120 influencers maintaining a strong connection with its audience. Moreover, recognizing the importance of physical interactions, Nick executes extensive mall branding and takeovers in key urban markets that allow kids to experience the magic of their favourite Nick Toons in real life. Moreover, innovative digital strategies include hyper-realistic CGI ads and interactive experiences, such as AR filters on Instagram and a hyper-casual game on the Nick website, engaging the digital-native generation.

    Nick’s ‘Stick with Nick’ campaign exemplifies the brand’s role as the ultimate destination for kids. By creating a multifaceted entertainment ecosystem that spans television, digital platforms, social media, gaming, and on-ground activations, Nick ensures it remains an integral part of kids’ lives. As Nick continues to innovate and engage, it reaffirms its dedication to bringing joy, laughter, and unforgettable moments to young audiences everywhere. Stay tuned and join the adventure as Nick continues to build a vibrant and inclusive universe for kids.

  • Alpenliebe introduces Mango flavour to its Popfills lollipop range

    Alpenliebe introduces Mango flavour to its Popfills lollipop range

    Mumbai: As the summer heat begins to rise, Alpenliebe, one of the legacy brands from the house of Perfetti Van Melle, announces the addition of the Mango dlavour to its delectable Alpenliebe Popfills range of lollipops.

    In August 2022, Alpenliebe Popfills revolutionized the lollipop experience by offering consumers the ‘best of both worlds’: a lollipop that combines the classic crunch of a candy’s exterior with a center that is smooth and creamy, providing a delightful ‘Lick & Chomp’ sensation. Building upon the success of the original caramel flavour, Alpenliebe Popfills has unveiled its newest Mango flavoured lollipop.

    Evoking the essence of summer with every lick, Alpenliebe Popfills Mango flavoured lollipop promises to transport taste buds to a tropical paradise. Packed with the irresistible sweetness of ripe mangoes, this luscious treat provides an indulging escape from the summer heat.

    Commenting on the new launch, Perfetti Van Melle India (PVMI) marketing director Gunjan Khetan said, “Alpenliebe is thrilled to expand its Popfills lollipop range with the introduction of Mango flavour. Every summer, kids eagerly anticipate the arrival of mango season, and with Popfills Mango, they can now relish the delightful essence year-round! We are excited to bring the joy Alpenliebe Popfills Mango to our valued customers across India.”

    The new offering of Alpenliebe Popfills Mango flavoured lollipop is now available at your nearby stores at a price point of Rs 5.

  • Chupa Chups unveils an innovative ‘Shape of Fun’ campaign

    Chupa Chups unveils an innovative ‘Shape of Fun’ campaign

    Mumbai: Chupa Chups, one of the most iconic confectionery brands from the house of Perfetti Van Melle, has once again dialed up its quirk quotient with the introduction of three new whacky shapes- cat, feet, and crawlers, as an addition to its sour jelly portfolio. The brand known for its spontaneous and cheeky fun has also launched an exclusive campaign Shape of Fun to bring alive the new shapes. The campaign dials up further on the brand’s global philosophy of forever fun which manifests into a strong call to action and positioning in the form of Kabhi Ruke Na Fun for India.

    Known for its Sour sanded & playful offerings, Chupa Chups continues to redefine the confectionery experience, this time with the launch of distinctive flavours in playful shapes and eye-catching packaging. The dual-coloured jellies, infused with sour taste and prank-inspired shapes promise to elevate the consumption experience. The assortment includes three new bags – one for each shape Rockat, CrazyFeet & Crawlers, available in a wide range of flavors across the three packs Watermelon, Orange, Strawberry, Cola, Lime, Apple, and Blackcurrant flavors. It boasts of a vibrant combination promising a burst of creativity and fun in every bite, offering three shapes, seven flavors, and nine vibrant colors. Each pack is priced at Rs 10 for General Trade. Bigger packs for Organized Trade are also expected to hit the market soon.

    The launch is being supported with an exclusive TV and digital campaign hitting the screens nationwide in March.

    Conceptualized by Ogilvy, it opens in a karate class, in which the New Chupa Chups shapes are brought alive through a set of dramatic sequences. Packed with some unexpected twists and moves, the drama is around New Shapes that set the crescendo for Fun and trigger some delightful madness amongst kids and teens.

    Culminating with a twist where the puzzled Sensei also finds himself swept up in the frenzy, the vibrant ad promises to captivate everyone, nudging them to keep having fun.

    The campaign will air nationwide across channels on TV with a strong digital activation.

    Speaking about the campaign, Perfetti Van Melle India marketing director Gunjan Khetan said, “Chupa Chups has consistently excelled in its product portfolio, providing consumers with unique offerings infused with innovation and fun in every aspect. We offer a wide assortment of sour jellies in playable formats –Belts, Bites, and Tubes and in Lollipops segment, we pioneered the very popular Gum filled lollipop and dual coloured Mix-up pop.

    As we launch the ‘Shape of Fun’ campaign for our latest innovation, we take pride in introducing these jellies, adding a dash of creativity to each moment. Our commitment to ‘Kabhi Na Ruke Fun’ is reflected in these quirky shapes, adding an element of surprise to the everyday. With every bite, we invite consumers to experience a playful twist, embracing non-stop fun.”

    Commenting on conceptualizing the campaign, Ogilvy executive creative director Shahrukh Irani said, “Chupa Chups has always been about fun that never stops. And the launch of these three unique shapes, just added to it. The cat, feet and crawler shapes were so much fun that all we had to do was take a simple premise, and just let the shapes take over. Quite literally”

    The brand-new offerings will be accessible across all general and modern trade outlets in the coming months and will be supported by digital and modern trade activations to further engage consumers.

  • Happydent hosts stand-up comedy show for hearing impaired

    Happydent hosts stand-up comedy show for hearing impaired

    Mumbai: Happydent, Perfetti Van Melle India’s beloved chewing gum brand, has always been known for enabling sparkling smiles through its brand proposition “Dikha Battissi Kar Baat Achhi Si”. For the first time ever in India, Happydent hosted a one of its kind stand-up comedy show “Sign to Smile” in Mumbai on World Smile Day for the hearing impaired, breaking the barriers and embracing inclusivity. The show witnessed some of India’s favourite stand-up comedians taking the stage including Abhishek Upmanyu, Urooj Ashfaq, Anirban Dasgupta, Shreeja Chaturvedi, Shashwat Maheshwari, Madhvendra Singh along with three sign language translators who played a pivotal role in translating the show seamlessly. It also featured Shubham Chaudhary, an ISL (Indian Sign Language) performer and actor, who added a unique comedic dimension to the show while making it accessible to all.

    In line with the World Smile Day theme ‘Do something kind and make someone smile’, the event proved that humor knows no boundaries. Happydent’s pioneering initiative not only showcased its dedication to spreading sparkling smiles but also underscored the importance of making the world a more inclusive place for all.

    Commenting on this exceptional initiative, Perfetti Van Melle India chief marketing officer Gunjan Khetan stated, “On World Smile Day, we brought smiles that radiated from ear to ear. Happydent is all about sparkling smiles, and our unique event “Sign To Smile” exemplified our commitment to enabling smiles. We are proud to partner with India Signing Hands in creating an unforgettable evening of humor and inclusivity.”

    Indian Signing Hands (ISH) founder & CEO Alok Kejriwal expressed their pride in being part of the ‘Sign to Smile’ show. They said, “Translating humour for the hearing-impaired audience is a rewarding experience, and ‘Sign to Smile’ by Happydent exemplifies the power of a smile in breaking down barriers. We are delighted to have contributed to this one-of-its-kind initiative, making smile accessible to all and fostering inclusivity through sign language.”

    Harshil Karia, founder and MD of Schbang, the creative, media, and technology transformation company that partnered with Happydent on the ‘Sign to Smile’ campaign, shared his thoughts, stating, ” Our collaboration with Happydent for the ‘Sign to Smile’ campaign has been an inspiring journey into the realm of creativity and inclusivity. This initiative celebrates laughter’s universal appeal and aims to make humor accessible to everyone, breaking down barriers and uniting people from all walks of life. Happydent has entered a territory where humor becomes a universal language, and we’re excited for more innovative collaborations in the future.”

    “Sign To Smile” transcends the boundaries of a typical comedy show and celebrates inclusion and the power of laughter to unite us all.

  • Perfetti Van Melle launches Chupa Chups Sour Tubes

    Perfetti Van Melle launches Chupa Chups Sour Tubes

    Mumbai: Chupa Chups, one of the most iconic confectionary brands from the house of Perfetti Van Melle, is ready to dial up the fun quotient with the launch of Chupa Chups Sour Tubes– India’s first ever jelly in a long tubular format.

    The sour tubes come in unique tubular format with a delectable chewy fondant filling and Chupa Chups’ trademark sweet-sour sanding. The product comes in strawberry and watermelon flavours with three tubes in a single pack at Rs 10, and also a bigger shareable modern trade pack with eight tubes at Rs 50. With their vibrant colours and flavour, these tubes promise to be a treat for both the eyes and taste buds!

    Chupa Chups has consistently disrupted the conventional norms in the category by introducing groundbreaking innovations that has been captivating consumers. From the fusion of lollipops and bubble gums with Chupa Chups Gum Filled Lollipop to the pioneering range of Chupa Chups jellies’ which have a unique sour sanded and playable formats of belts, bites and mini tubes, the brand has redefined the confectionery segment. With the launch of all-new Sour Tubes, the brand will further solidify its image as an innovative, young brand, especially for those who seek unique and differentiated confectionery products.

    Talking about the new launch in Chupa Chups, Perfetti Van Melle India managing director Rajesh Ramakrishnan emphasized the vital role of innovation in the confectionary segment, “Confectionery segment thrives on innovation. For Chupa Chups, we have always endeavoured to explore novel, never-tried-before formats to maintain the brand’s growth while up-aging and premiumizing the category. With the launch of Chupa Chups Sour Tubes, we are taking yet another step in that direction and cannot wait to see our consumer’s response.”

    The new launch will be accompanied by a digital campaign that will amplify the brand promise of ‘forever fun’ among target audience. The digital film unfolds with a group of friends in a café cleverly extending their moment of fun by playfully placing the sour tubes as straws in their empty glasses. They hilariously convince a skeptical waiter that they are enjoying an invisible drink while secretly enjoying the delectable flavour of the sour tubes. The sequence is complemented by a lively soundtrack that not only builds excitement but also skillfully holds the entire sequence. All of this is inspired by the fruity flavors of Chupa Chups Tubes, which always espouses the philosophy of Forever Fun. The product launch will be supported by digital and modern trade activations to further engage consumers.

    Speaking about the supporting campaign, Perfetti Van Melle India director marketing Gunjan Khetan said, “At Perfetti, we believe in refreshing consumer interest in our product categories with the introduction of contemporary offerings. Chupa Chups’ diversification in the unique format of Sour Tubes benefits the category, and the distinctive shape and texture offers great scope for playful consumption. Therefore, we have attempted to bring alive the same ‘spontaneous fun’ philosophy in our launch campaign as well. The campaign will be supported with digital, product sampling and POSM, providing a comprehensive and engaging experience for consumers.”

    Commenting on conceptualizing the campaign, Ogilvy West creative partner Anurag Agnihotri said, “Every Chupa product is fun to play with. Sour Tubes is probably the most playable yet. The long tube shape sparked our imagination. So all we did was, had fun showing how you can have fun with it”.