Sign up for afaqs! Newsletters
In a new campaign for Center Fruit, O&M has explored the possibility of a human money dispenser
The fruit filled bubble gum that was launched last year rolled out its next television commercial early last month. Center Fruit, Perfetti’s fruit filled gum, sticks to its ‘Kaisi jeebh laplapayee’ strategy (how your tongue goes lapping). The execution though is very different.
A visit to Raju Bank |
Selecting the withdrawal amount in the 'ATM' |
Processing the notes |
The inspiration |
Center Fruit -- Kaise Jeebh Laplapayee |
The creative was created by Ogilvy and executed by Prasoon Pandey of Corcoise. When agencyfaqs! contacted Abhijit Avasthi, group creative director, O&M, he said, “There was no formal brief as such, but a discussion of sorts. We had tasted the product and quite liked the feel of it in the mouth. That’s the idea we wanted to convey to the consumer.” He explains that it was a conscious decision not to make the ad emphasise the fruitiness or bubble factor of the gum.
“The feel of the gum is such that you can play with it in your mouth,” says Avasthi. “We kept thinking of what else tongues play with, and we hit upon the idea of using the guy as an ATM.”
Sameer Suneja, marketing head, Perfetti, adds, “Though our primary target group is 4-14 year olds and the ad does not particularly cater to kids, kids do not need to be treated as naïve. They understand way better.” Post campaign, though the sales haven’t seen a rise, the reaction is positive, says Suneja.