Centerfruit, from Perfetti Van Melle India, has launched a new ad film as part of its ‘Kaisi Jeebh Laplapayee’ platform, extending the campaign that reintroduced the brand’s taste recall last year. The latest communication is set at an Indian wedding and uses a crime-and-investigation narrative to build the story around the brand’s signature laplap moment.
The film opens at a busy wedding celebration where a robbery takes place. Police review CCTV footage to identify the suspect, but the sequence takes an unusual turn when Centerfruit enters the scene. From that moment, the footage appears to move quickly, helping the police trace the thief in record time. The campaign uses humour and an unexpected storyline to position Centerfruit’s fruity flavour as the trigger for the laplap reaction.
The new film continues the brand’s focus on its core taste proposition while expanding the Kaisi Jeebh Laplapayee platform into a fresh context. By setting the action in a wedding context, the campaign links the product to a familiar Indian social occasion and uses comedy to make the taste cue more memorable.
Ahead of the TVC launch, Centerfruit also rolled out pre-buzz activities designed to build curiosity around the campaign and drive conversation. The communication aims to reinforce the brand’s taste identity while keeping the laplap reaction at the centre of the storytelling.
Speaking on the launch, Gunjan Khetan, Director – Marketing, Perfetti Van Melle India, said, “Building on the successful return of ‘Kaisi Jeebh Laplapayee’ last year, we’re bringing the spotlight back on Centerfruit’s irresistible taste. We are taking the platform forward in a way that remains true to the brand’s core while introducing a fresh layer of entertainment. 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, Director, said, “Perfetti, Ogilvy, and I share a long history of making really wild, crazy, and demented commercials together. It is always exciting, thrilling and joyful to team up with them. But I must confess, the new Centre Fruit commercial is the wildest of all the work we have done together. We have simply not been able to stop laughing from script discussions, through shoot, to edit and music. I just cannot wait to see the film on air.
Anurag Agnihotri – Chief Creative Officer, Ogilvy India (West), said, “Working on a Center Fruit brief is always a highlight for us. The mission is simple: find the most outrageously entertaining way to capture that explosive, yummy taste using the iconic ‘laplap.’ We’ve dialled up the fun for this latest film. It’s pure, unadulterated madness, and we can’t wait for the world to see it.”
