Centerfruit has unveiled a new advertising campaign under its iconic ‘Kaisi Jeebh Laplapayee’ platform, introducing a wedding-themed film that continues the brand’s long-standing association with humour and irresistible fruity taste.
Conceptualised by Ogilvy India, the campaign builds on the successful revival of the ‘Kaisi Jeebh Laplapayee’ proposition, which returned last year to reinforce Centerfruit’s fruity flavour credentials. The latest film expands the platform with a humorous narrative set against the backdrop of a bustling Indian wedding celebration.
The story revolves around a robbery investigation where police officers are reviewing CCTV footage to identify a thief. As the footage unfolds, Centerfruit makes an appearance, triggering the brand’s signature ‘laplap’ reaction. The unexpected response leads to a series of exaggerated and comical twists, allowing investigators to fast-forward through events and eventually catch the culprit.
Blending slapstick humour with absurd storytelling, the campaign continues Centerfruit’s tradition of creating entertaining narratives that highlight the brand’s fruity taste proposition in a memorable way. Ahead of the launch, the brand also rolled out a series of teaser-led consumer engagement activities designed to spark curiosity around the return of the platform.
Commenting on the campaign, Gunjan Khetan, Director Marketing, Perfetti Van Melle India, said, “Centerfruit has always been about creating joyful and unexpected moments, and this campaign captures that spirit perfectly through a story that is both humorous and distinctly relatable.”
Prasoon Pandey, who directed the film, highlighted the enduring creative partnership between Perfetti Van Melle India and Ogilvy, describing the latest commercial as one of the most unconventional campaigns developed by the teams together.
Anurag Agnihotri, Chief Creative Officer, Ogilvy India (West), said the creative challenge was to showcase Centerfruit’s taste proposition in an entertaining manner through the brand’s iconic ‘laplap’ expression. He noted that the new execution further amplifies the humour and unpredictability that consumers associate with the platform.
With the latest campaign, Centerfruit continues to strengthen its positioning around fruity flavour and playful entertainment, using the familiar ‘Kaisi Jeebh Laplapayee’ reaction to create engaging and unexpected storytelling moments for consumers.
Send news announcements/press releases to:
editor@thefoundermedia.com
