Centerfruit, the chewing gum model from Perfetti Van Melle, has launched its first marketing campaign of 2025, marking a notable return to its “Kaisi Jeebh Laplapayee” tagline after a big hiatus.
The tv industrial, directed by veteran filmmaker Prasoon Pandey, alerts a shift within the model’s promoting technique because it revisits considered one of its most recognised advertising and marketing components.
The brand new advert tells the story of a metropolis dweller, confined to a bullock cart journey, and his pressing want to succeed in the airport. The story unfolds because the cart driver devises an unconventional resolution involving Centerfruit, taking part in on the model’s long-standing affiliation with fruit flavour attraction.
This marks a departure from the model’s current advertising and marketing strategy whereas sustaining connections to its promoting heritage.
The “Kaisi Jeebh Laplapayee” tagline, which interprets to “How the tongue waggles,” had been a cornerstone of Centerfruit’s advertising and marketing throughout its youth in India. The phrase had beforehand featured in a number of memorable commercials that helped set up the model’s identification within the aggressive confectionery market.
For the final couple of years, the model seems to have centered extra on its new “Temper Ting Tong” tagline, which discovered its utilization throughout Centerfruit choices such because the Tennis Ball Form gums, Mushy Chews, and likewise the core Centerfruit choices.
The importance of this marketing campaign extends past mere nostalgia. Centerfruit, working as a flagship model inside Perfetti Van Melle’s portfolio, presently instructions roughly 25% of India’s chewing gum market share.
This place displays the model’s sustained presence in a market identified for its various shopper preferences and intense competitors amongst confectionery manufacturers.
Pandey’s involvement within the challenge provides one other layer of curiosity to the marketing campaign. Identified for his distinctive directorial type and contribution to Indian promoting, Pandey’s interpretation of the temporary brings recent perspective to the acquainted tagline.
Whereas sustaining the model’s conventional components of humour and situation-based storytelling, the industrial’s premise introduces modern components that align with present viewing preferences.
The timing of this marketing campaign coincides with broader shifts in India’s confectionery market.
As shopper preferences proceed to evolve and new gamers enter the market, established manufacturers like Centerfruit face the problem of sustaining relevance whereas preserving their core identification. The return to a confirmed tagline, up to date for modern audiences, displays this steadiness between custom and innovation.
Written with the View : afaqs