A Splash Of Fun
In this era of multi platform and cluttered marketing communication, brand building is not just challenging but also demands a higher level of creative execution to rise above the noise.
Perfetti’s latest campaign, with its superior storytelling and excellent execution by Ogilvy, has shot up right to the top, improving over its earlier versions too. The campaign is based on the insight that all of us sometimes have unavoidable moments of boredom in our daily life, but a little change in mood in such moments can make any task enjoyable.
The narrative of this ad campaign is simple yet impactful. It shows a teenager Rohan, who has a fast-approaching deadline to submit his assignment, but is bored and in no mood to complete it. The situation, however, takes a turn for the better just as he pops in a Center Fruit. The flavourful splash works its magic and his mood changes immediately. He then swiftly keys in his assignment as if it’s no work at all. The change in mood makes a routine situation enjoyable for him and he finishes the assignment in time for submission.
Commenting on the highlights of Perfetti’s new campaign, Rohit Kapoor, marketing director of Perfetti Van Melle India, 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 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’”.
In the first few weeks of its release, the campaign has seen immense traction across digital and social media platforms.
Calling the latest ad first in the series of a ‘crazy-funny’ campaign planned for Center Fruit, Anurag Agnihotri, executive creative director at Ogilvy Mumbai, says, “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.”
