Centerfruit Brings ‘Kaisi Jeebh Laplapayee’ to a Wedding Heist in New Campaign
Centerfruit’s new campaign brings its iconic ‘Kaisi Jeebh Laplapayee’ platform to a wedding-themed heist story packed with humour and fruity flavour.
SociapaHQ
Perfetti Van Melle India’s Centerfruit has launched a new campaign under its revived “Kaisi Jeebh Laplapayee” platform, taking the brand’s signature humour into the backdrop of an Indian wedding.
The latest campaign follows the successful return of the iconic positioning last year that re-established Centerfruit’s focus on its fruity taste proposition. The new ad film has a quirky storyline about a wedding celebration that turns into a robbery on the platform.
Police sift through CCTV footage in attempt to identify thief. But when Centerfruit appears in the footage, the familiar “laplap” reaction triggers a series of over-the-top events, letting investigators speed through the recording and quickly track down the culprit.
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Check out the campaign here:
Humour Returns:
The campaign uses slapstick, absurdity and the brand’s long-standing association with irresistible fruity flavour to entertain consumers and reinforce Centerfruit’s playful identity.
The brand also kicked off a string of teaser-led consumer engagement activities to build anticipation for the return of the “Kaisi Jeebh LapLapayee” platform in the run up to the campaign launch.
Gunjan Khetan, Director Marketing, Perfetti Van Melle India commented on the campaign saying, “The platform revival has created a strong momentum and the brand is building on that.
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“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,” Khetan said.
The campaign has been directed by renowned filmmaker Prasoon Pandey who says, “This is one of the most unconventional projects created through the long-standing association of Perfetti Van Melle India and Ogilvy.
“The creative challenge was to find a fresh, entertaining way to showcase Centerfruit’s fruity taste through the brand’s iconic ‘laplap’ expression,” said Anurag Agnihotri, Chief Creative Officer, Ogilvy India (West).
The latest execution only adds to the humour, quirkiness and exaggeration that has come to define the platform, says Agnihotri.
Centerfruit continues to build on its positioning of irresistible fruity flavour with the new campaign, leveraging the well-known “Kaisi Jeebh Laplapayee” reaction as the basis for unexpected and playful storytelling.
