Centerfruit, the flagship chewing gum brand from Perfetti Van Melle India, has launched a new nationwide campaign under its iconic “KaisiJeebhLaplapayee” platform, reinforcing its market positioning around irresistible fruity flavour and humour-led consumer engagement. The latest campaign features a new ad film set at a busy Indian wedding, where a robbery sparks a police investigation. As officers examine CCTV footage to identify the culprit, a classic Centerfruit “laplap” moment triggers a series of unexpected events, allowing the police to fast-forward through the footage and catch the thief. The campaign continues the momentum created by last year’s revival of the “KaisiJeebhLaplapayee” platform, which helped re-establish the brand’s distinctive identity in the confectionery segment.
Ahead of the television commercial launch, Centerfruit executed a series of pre-buzz activations aimed at generating consumer curiosity and increasing engagement across audiences. GunjanKhetan, Director-Marketing, Perfetti Van Melle India, said the company is building on the successful return of the platform while keeping the focus on Centerfruit’s core promise of irresistible taste. He noted that the new campaign introduces a fresh layer of entertainment while remaining true to the brand’s identity.
Industry observers view such humour-driven campaigns as a key strategy in India’s highly competitive confectionery market, where strong brand recall and consumer connect play a crucial role in sustaining market share. With the new campaign, Centerfruit aims to further strengthen its visibility and relevance among consumers while continuing to deliver its signature “jeebhlaplapayee” experience.