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Tag: Rohit Kapoor

  • 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”.

  • Perfetti Van Melle hands over media duties to Wavemaker

    Perfetti Van Melle hands over media duties to Wavemaker

    MUMBAI: Perfetti Van Melle India has handed over its media duties account to GroupM’s content and technology agency Wavemaker. 

    The agency was created from the merger of Maxus and MEC. Maxus (now part of Wavemaker) has been the agency on record and had first won the media mandate for Perfetti Van Melle India in 2006.

    Wavemaker managing director South Asia Kartik Sharma said, “We are extremely delighted to continue our decade-long partnership with Perfetti. It is a huge moment of pride as this is the first win for us as Wavemaker. We couldn’t have asked for a better start to this year.”

    Perfetti Van Melle India director of marketing Rohit Kapoor says, “Wavemaker (erstwhile Maxus) team has played a significant role in building our brands over the years. We are excited to share that our partnership with Wavemaker will continue after a comprehensive media agency validation process. Wavemaker has consistently demonstrated adequate capabilities to support us to achieve key business objectives, drive performance and innovation rigour.”     

    The pitch was for the entire portfolio of brands and involves only offline duties. The multi-agency pitch saw participation from other leading agencies.

  • Kids’ candy segment: Communication sees a shift

    Kids’ candy segment: Communication sees a shift

    MUMBAI: The lure of candies and chocolates for kids has been a trait that confectionery makers never failed at. With the 1990s bringing jellies and fruit chews to Indian kids, technology has enabled for the acceptance of a wider range of sweetmeats today and would even coax their parents to spend a little more on premium items.

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    Sugar candies today include hard candies, soft candies, caramels, marshmallows, taffy, and other candies whose principal ingredient is sugar. The penetration of confectionery items in India is just 60 per cent, versus the 90-93 per cent of biscuits. This leaves a huge opportunity to grow. Parle Products category head Krishnarao Buddha believes that the Indian confectionery segment hasn’t evolved much in comparison to other counterparts of the world.

    Advertisers have also changed the messaging to suit the shorter attention span of the kids of today using animals, fantasy or cartoon characters. Dentsu India senior vice president and head of planning Vishal Nicholas affirms that advertising today has also gotten rid of the precocious, over smart kid as the protagonist and is getting more real.

    Perfetti Van Melle India director of marketing Rohit Kapoor opines that today the messaging has become simpler, direct, routed in product truth yet maintaining the entertainment quotient. The brand is the third largest confectionery manufacturer in the world that has products like Alpenliebe, Big Babol, Centre Fresh, Fruittella, Mentos among others in its kitty.

    While TV is still the lead medium from both a storytelling and reach perspective, digital becomes a strong medium for kids over eight years of age. Kids today not only play games on mobiles but are increasingly using computers for school projects and assignments, resulting in a rise of engagement with screens and technology. Some reports estimate time spent on digital mediums at almost 50 minutes a day.

    Hence, creating campaigns specifically targeted at kids can be a challenge as they are impressionable minds and tend to get influenced by whatever they see, so advertising has to be fun but responsible.

    Kids are undoubtedly more fun than adults and putting them in adult-like situations gives a comic relief to viewers while also bringing relativity. Remember the ever-loved Flipkart campaigns that portray kids acting as adults? Stressing that it’s an immense creative challenge, The Glitch creative director Prashant Kohli suggests that brands and agencies need to be conscious and conscientious of what they advertise to kids around the world and although it seems like an obvious fact, it can get tricky to observe objectively in an adult world. “Campaigns crafted for them, need to be designed like stories they’d like to pick up from, craft their own versions, and tell their friends as their new story,” he adds. 

    For Parle Products, television is still the best medium to communicate with kids and get the message across followed by school, on-ground activations and advertising in kids movies. Perfetti Van Melle India vouches for television followed by digital platforms. “What we see clearly is that viewership in kids has become even more fragmented with a significant portion of kids viewership on GECs. OTT platforms, gaming on digital could get relevance in near future as these gain scale in the kids genre,” says Kapoor. 

    Having a well-distributed network and making sure the product reached the right audience at the right time is the core of any business strategy. Since kids are very fickle about their choices and prefer buying attractive-looking products, it is a constant battle among marketers to make sure their products are always available on the shelf for children to see them. Parle Products has access to over 6.2 million outlets in India where the company’s biscuits are available in across 60 million outlets and confectionery in 0.65 million outlets. The company has a stronger indirect distribution than direct. 

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    Kapoor informs that Perfetti Van Melle continues to work on making sure that the products are available to consumers across the spectrum of outlets and have a good mix of direct and indirect distribution. 

    In 2017, Parle Products achieved a 15-18 per cent of growth and projects to cross 20 per cent growth in 2018-19 in the confectionery business. The company is the second largest confectionery and biscuits brand in India that produces Parle G, Poppins, Kismi, Melody, Mango Bite among others. On the other hand, Perfetti Van Melle India registered a net profit of Rs 40 crore during the financial year to March 2017 which was a rise of 24 per cent.

    Brands still have a long way to go in rural penetration with premium products such as Kinder Joy, Choco pie, M&M and Ferrero Rocher being close to invisible in rural department stores. 

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  • Perfetti Van Melle brings back Center Shock

    MUMBAI: Perfetti Van Melle India has announced the launch of Center Shock in the Indian market; a sour flavoured gum in line with the growing sour flavours trend worldwide.

    Center Shock was launched in 2002, and created an excitement in the gums category with a sour flour and ‘shocking’ consumption experience. The brand created its own set of followers with a differentiated taste profile and entertaining advertising. It was later phased out in line with business plans.

    Center Shock will be available at Rs. 2 per gum in an attractive jar for high in shop visibility and will be supported with a campaign on digital media to build awareness.

    Perfetti Van Melle India director – marketing Rohit Kapoor says, “Consumers are accepting sour flavours more now, and so we have worked to get to launch Center Shock. It’s a joy to bring back a brand on the basis of consumer demand. We will be supporting the launch on social media exclusively, with the same loved communication (designed by Ogilvy) as before. It will be available as a limited edition.”

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