Mumbai: Centerfruit, from the house of Perfetti Van Melle India, has launched a new campaign under its iconic “Kaisi Jeebh Laplapayee” platform, introducing a fresh ad film that builds on the success of last year’s revival of the brand’s signature proposition around irresistible taste.
The latest campaign takes the “Kaisi Jeebh Laplapayee” universe forward through a humorous narrative set against the backdrop of a lively Indian wedding. Combining comedy, unpredictability, and the brand’s distinctive storytelling style, the film reinforces Centerfruit’s positioning around delivering an irresistible fruity flavour experience.
At the centre of the campaign is a wedding celebration interrupted by an unexpected robbery. As authorities review CCTV footage to identify the culprit, the story unfolds with a classic Centerfruit twist. Once Centerfruit appears in the frame, the action accelerates rapidly, enabling the police to fast-forward through the footage and solve the case in record time. The film turns the iconic “laplap” reaction into a humorous trigger that drives the storyline and amplifies entertainment value.
Ahead of the campaign launch, Centerfruit generated excitement through a series of pre-buzz activations designed to build anticipation and engage audiences before the release of the television commercial.
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 and 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 Center 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.”
Commenting on the campaign, Anurag Agnihotri – Chief Creative Officer, Ogilvy India (West), added, “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.”
With the new campaign, Centerfruit continues to strengthen its association with playful storytelling and memorable consumer experiences while reinforcing the enduring appeal of its iconic “Kaisi Jeebh Laplapayee” proposition.
