ITV

Tag: Van Melle

  • 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.

  • Meridian Communication creates Perfetti’s new ad campaign

    MUMBAI: Perfetti Van Melle India (PVMI) has launched an ad campaign for its latest offering in the snacks category, Stop Not Disks.

    The new TVC conceptualised and created by Meridian Communication is woven around the product‘s attribute of being crunchy which in turn leads to humourous incidents.

    Perfetti Van Melle India MD Ramesh Jayaraman said, “The core idea of the new Stop Not campaign is derived from the brand‘s attribute of being crunchy. The ‘crunch‘ is so loud that it disrupts events all around with unexpected results. The TVC is high on enjoyment and humour, and we are sure it will catch on with the youth.”

    Meridian Communication executive creative director and creative head Anurag Khandelwal said, “There are TVCs based on the concept of the product being crunchy but they are exaggerated in nature. We too have it defined it similarly but it is more in the real zone. Where there is a concept of ‘Mera Crunch mahan‘, we have distinguished it in a manner which is around the idea of the crunch sound being a disturbance.”

    The commercial is on-air across all major channels.

    The campaign has been launched in two executions, portraying different situations carrying the same message ‘Ekdum Bajedar‘. The first situation features a family spending a lazy Sunday afternoon together at a park. The story changes track when a boy in the park bites into his Stop Not Disks and the loud crunch distracts the father, who misses catching his son as he jumps off a tree. The second situation is a diving contest where the diver, who has a chance to win gold, completely misses his dive due to the loud crunch of Stop Not Disks.