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Tag: PVMI

  • Perfetti Van Melle India launches Center Fresh Mints

    Perfetti Van Melle India launches Center Fresh Mints

    MUMBAI: Perfetti Van Melle India has launched Center Fresh Mints, a new offering by the Center Fresh brand in the mint candy segment.

    This new offering will provide the benefit of ‘Instant Fresh Breath’ with 3-layers of sugar free mints available in a stylish pocket friendly pack. Center Fresh Mints will be available in peppermint flavour and strawberry mint at a price point of Rs 10.

    Perfetti Van Melle India managing director Rajesh Ramakrishnan said, “We see tremendous opportunity for growth with relevant extensions in the fresh breath needed space. I am confident that this launch will strengthen the position of Center Fresh brand in India and help extend its equity to higher price points.”

    Perfetti Van Melle India director-marketing Rohit Kapoor said, “We wanted to introduce a truly innovative mint offering under Center Fresh in India specially approaching 2019 when the brand shall be completing 25 years milestone. It’s the first extension of the brand in non-gum segment. Globally we have seen powermints as a category gaining a lot of traction and we would like to develop the category further in India with the launch of Centerfresh Mints.”

    The launch is supported with campaign on TV, extensively on digital medium and visibility tools for retail & modern trade.

    Commenting on the campaign, Ogilvy executive creative director Anurag Agnihotri said, “The launch campaign for Center Fresh Mints highlights various relatable situations in the lives of today’s youth when you would need instant fresh breath. We have tried to capture these occasions through a hummable, memorable music track.”

    Perfetti Van Melle India Pvt Ltd (PVMI) started operations in India in 1994. The company at present has a diverse portfolio of brands across segments (i.e. candies, jellies, gums & chewies) which it sells through various channels across the country. PVMI is a fully owned subsidiary of the global confectionary conglomerate Perfetti Van Melle, headquartered in Amsterdam.

  • SoHo Square launches TVC for Stop Not Stixz

    SoHo Square launches TVC for Stop Not Stixz

    NEW DELHI: A new television campaign has been launched by Perfetti Van Melle India (PVMI) to popularise its new ‘Stop Not Stixz’ in addition to the existing two variants – Golz and Disks – in its ‘Stop Not’ confectionary items.

    The 35-second commercial created by SoHo Communications focuses on establishing the irresistible taste of the product that one gets hooked onto.

    Soho Square Mumbai ECDs and creative heads Anuraag Khandelwal and Satish deSa said, “However old we boys get, once dad is in the room, he gets the remote to watch what he pleases – which has to always be something very very boring. Protesting is futile. We showed youngsters how to turn this power equation on its head. With the addictive power of the new Stop Not’s Stixz.”

    The TVC highlights a situation that possibly happens in every household in India, which is the fight over the TV remote. The story has two brothers who to get the remote back, distract the father with a packet of Stop Not Stixz. He unknowingly tries the snack but gets hooked onto the taste and finally gives up his remote and the power to watch his favourite programme for a packet of Stop Not Stixz.

    Perfetti Van Melle India snacks business head Samit Srivastava said, “It was an interesting way to communicate Stop Not Stixz. The situation is extremely endearing, real-life and something every kid can relate with. We are extremely confident about the new brand and are sure that the new TVC will help generate excitement amongst kids.”

  • 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.

  • Center Fresh ropes in Dhanush as its brand ambassador

    Center Fresh ropes in Dhanush as its brand ambassador

    MUMBAI: Perfetti Van Melle India (PVMI) has signed on singer and actor Dhanush as the new face for its flagship chewing gum brand Center Fresh. Dhanush will feature in the new television commercial of the brand and in all mobile and internet communication.

    Commenting on Dhanush‘s association with the brand Perfetti Van Melle India, category head-Gums Mandar Keskar said, “While Dhanush is taking his first steps in Bollywood, in our key markets he is very popular especially among the youth. We are really looking to leverage Dhanush‘s equity to help take Center Fresh to the next level.”

    The brand feels that Dhanush perfectly embodies the Center Fresh spirit at the core of which is Freshness – thus making him a natural fit.

    Commenting on his endorsement, Dhanush said “It feels great to be associated with Center Fresh which is one of India‘s most loved brands. Looking forward to work on some exciting campaigns for the brand.”

    Ogilvy& Mather‘s NCD Abhijit Avasthi commented: “We are quite excited to work with Dhanush. After Kolaveri Di and now – Raanjhana, all eyes are definitely on him. His value addition to the brand will be immense.”

  • Perfetti leverages Nimbuzz‘s Chatbuddy for its marketing campaign

    MUMBAI: Cross-platform global communications solution provider Nimbuzz has roped in confectionary manufacturer and marketer Perfetti Van Melle India (PVMI) as the company‘s first client for its mobile-based brand interactive platform Nimbuzz Branded Chatbuddy.

    Under this partnership, Nimbuzz has developed a unique proposition for Perfetti‘s latest marketing campaign “Mentos Batti Jalao” by leveraging its Chatbuddy module.

    Mentos currently has a contest in progress by the name Khooni Kaun Hai? A television commercial consisting of a series of clues is being aired and the viewers are asked to guess the killer‘s identity in order to win a prize.

    Chat Buddy will enable PVMI‘s confectionary brand Mentos to leverage the mobile platform and establish a one-to-one connect with its target audience by directly connecting with 25+ million Nimbuzz users as chat friend.

    Under this initiative, the Chat Buddy will allow Nimbuzz users to install Mentos Batti Jalao Buddy on their mobiles, participate in the contest and solve the murder mystery. The Mentos Batti Jalao Buddy will also release daily hints to unfold the mystery. This Chat Buddy will be visible to all Nimbuzz users across India.

    “With the ever-increasing mobile user base in India, mobile is an important medium for marketers today. With an average time of 55 minutes per session spent by a user, Nimbuzz offers a great platform for us to connect with our target audience on a one-to-one basis,” said Perfetti Van Melle India Director Marketing Nikhil Sharma.

    Nimbuzz head-sales Anubhav Sharma said, “We are thrilled to connect with the excitement of Mentos and we are confident that Khooni Kaun Hai mystery will bring more enthusiasm for our users. We are pleased to work with some great marketing minds from PVMI, Maxus India and certainly, this endeavour will bring a change in the mobile advertising thought process.”

    Maxus South Asia head of digital Unny Radhakrishnan added, “Mobile phones have now become an indispensable consumer touchpoint. Marketers, solution providers and technology partners are discovering newer and innovative ways to interact with consumers instead of interrupting them. Here, Chat buddy enhances the overall communication story delivered in traditional channels by offering consumers real time interaction with brand on their personal handsets.”

  • 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.