Centerfruit, the popular chewing gum brand from Perfetti Van Melle India, has launched a new campaign under its iconic “Kaisi Jeebh Laplapayee” platform, taking its trademark humour to the vibrant setting of an Indian wedding.
Created by Ogilvy India, the latest film builds on the successful revival of the brand’s much-loved tagline last year, which reintroduced Centerfruit’s focus on its fruity taste proposition. This time, the campaign combines mystery, comedy, and exaggerated storytelling to deliver a fresh take on the brand’s signature “laplap” reaction.
The ad unfolds during a wedding celebration where a theft has taken place. As police officers examine CCTV footage to identify the culprit, the appearance of Centerfruit sparks a chain of absurd and hilarious events. The familiar “laplap” effect becomes the catalyst for fast-forwarding through the footage, helping investigators quickly uncover the thief. The narrative blends slapstick humour with unexpected twists, reinforcing the irresistible taste associated with the brand.
Ahead of the launch, Centerfruit also rolled out teaser-led consumer engagement activities to build anticipation and spark curiosity around the return of the platform.
According to the brand, the campaign aims to continue the momentum generated by the comeback of “Kaisi Jeebh Laplapayee,” while adding a fresh layer of entertainment and relatability. Directed by acclaimed filmmaker Prasoon Pandey, the film highlights the long-standing creative collaboration between Perfetti Van Melle India and Ogilvy India.
With this latest campaign, Centerfruit continues to strengthen its fruity flavour positioning, using humour and unexpected storytelling to keep its iconic “laplap” expression firmly embedded in popular culture.
