Perfetti Van Melle’s popular chewing gum brand, Centerfruit, has launched its first campaign of 2025 with a bang. The new TVC, directed by the legendary Prasoon Pandey, marks the revival of one of its most iconic taglines, “Kaisi Jeebh Laplapayee” (translated to “How the tongue waggles”). This return signals a shift in the brand’s marketing strategy as it embraces nostalgia while integrating fresh, contemporary elements.
A Shift in Strategy: Revisiting the Classic “Kaisi Jeebh Laplapayee”
For years, Centerfruit had established itself as a household name with its signature tagline. The “Kaisi Jeebh Laplapayee” phrase had been the core of its early campaigns, helping shape its identity in the Indian confectionery market. After shifting focus to the “Mood Ting Tong” tagline in recent years, the brand’s decision to bring back the original tagline marks a strategic pivot. The new ad campaign successfully balances the old with the new, keeping the brand’s legacy intact while modernizing its approach.
Centerfruit New Ad Campaign: A Journey of Humour and Flavor
The 2025 TVC unfolds with a humorous and engaging narrative. Set in a bustling city, the commercial tells the story of a man, desperate to catch a flight, who finds himself stuck on a bullock cart. His journey takes an unexpected turn when the cart driver offers him a creative solution involving Centerfruit chewing gum. True to the brand’s tradition, the commercial combines comedy with the brand’s strong association with fruit flavor.
Prasoon Pandey’s Fresh Interpretation
Prasoon Pandey, known for his impeccable direction in Indian advertising, brings a new dimension to the familiar tagline. With his signature style, Pandey introduces a fresh perspective while maintaining the humor and situational storytelling that the brand is known for. The commercial’s combination of traditional elements and contemporary appeal is a testament to Pandey’s masterful interpretation.
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Why Now? The Return to the Roots
Centerfruit’s revival of “Kaisi Jeebh Laplapayee” comes at a time when the Indian chewing gum market is evolving. The brand continues to hold a strong 25% share of the market, but it faces growing competition from new entrants. The campaign’s nostalgic appeal, updated for a modern audience, reflects Centerfruit’s strategy to stay relevant while preserving its unique identity.
Conclusion
Centerfruit’s 2025 TVC represents a strategic blend of tradition and innovation. The return of a beloved tagline, paired with fresh storytelling and the creative genius of Prasoon Pandey, positions the brand to continue thriving in an increasingly competitive market. As the brand moves forward into the new year, it’s clear that Centerfruit is ready to keep its tongue wagging with exciting new campaigns and a revitalized approach.
