Centerfruit Ignites Taste Sensations with Iconic “Kaisi Jeebh Laplapayee” Campaign

Centerfruit, a flagship brand from Perfetti Van Melle, has launched a dynamic new campaign that celebrates the joy of flavor with its unforgettable tagline, “Kaisi Jeebh Laplapayee” (How the tongue craves!). With an innovative and entertaining approach, the campaign underscores Centerfruit’s promise of an irresistible fruity taste that keeps consumers coming back for more.

The campaign is brought to life through a vibrant TV commercial directed by the acclaimed filmmaker Prasoon Pandey, known for his knack for creating memorable advertising. The ad captures Centerfruit’s unique ability to delight taste buds, with a playful narrative that emphasizes the mouthwatering experience of savoring its signature fruity flavors.

The tagline “Kaisi Jeebh Laplapayee” encapsulates the essence of the campaign, combining humor and relatability to highlight the sheer joy and fun that comes with every bite of Centerfruit. The whimsical phrase not only sticks in the minds of viewers but also perfectly conveys the product’s appeal—a fruity burst of flavor that is truly irresistible.

With this campaign, Centerfruit continues to break new ground in its communication strategy, engaging consumers through creative storytelling while reinforcing its position as the go-to brand for unparalleled fruity gum experiences. This initiative not only strengthens the brand’s identity but also solidifies its promise to deliver playful indulgence with every chew.

Centerfruit’s latest campaign is poised to leave a lasting impression, bringing smiles to consumers’ faces while setting new benchmarks in taste-centric advertising.

Centerfruit, celebrated for its distinctive flavor and engaging storytelling, has once again elevated its communication game with a vibrant new campaign. Building on the brand’s strengths, the latest initiative showcases a contemporary twist that resonates perfectly with the preferences of today’s audience.

At the heart of the campaign is the irresistible taste of Centerfruit, brought to life through the quirky and memorable tagline “Kaisi Jeebh Laplapayee” (How the tongue craves!). The TVC centers around a comical and unexpected scenario: a city woman, desperate to reach the airport quickly, finds herself on a slow-moving bullock cart. The resourceful bullock cart driver, inspired by his own craving for Centerfruit, comes up with a hilariously creative solution to speed things up, all thanks to his obsession with the fruity gum.

The narrative not only reinforces Centerfruit’s promise of delivering unmatched flavor but also injects humor and relatability into everyday challenges, making it a delightful watch for audiences. By tying the product’s irresistible taste to a light-hearted and innovative storyline, the campaign effectively positions Centerfruit as the ultimate source of playful indulgence.

With this fresh take, Centerfruit continues to captivate its audience, staying true to its legacy of creating memorable campaigns while adapting to modern tastes and sensibilities. This initiative is yet another testament to the brand’s commitment to combining irresistible flavor with unforgettable storytelling.

Commenting on the launch, Gunjan Khetan, Chief Marketing Officer, Perfetti Van Melle India, said “‘Kaisi Jeebh Laplapayee’ is more than a tagline; it’s an expression that captures the essence of Centerfruit’s promise of irresistible taste. With this campaign, we’re bringing the focus on our signature product functionality and taste, delivering a fun and irresistible experience that leaves consumers coming back for more. It’s a true reflection of our dedication to turning every bite into a burst of joy.” 

With this refreshed campaign, Perfetti is reaffirming Centerfruit’s position as the go-to gum for anyone seeking an intense burst of fruity flavor. It’s a celebration of taste, creativity, and fun—all wrapped up in one irresistible chew.