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Center Fresh in a 'Cool Cola' avatar

Conceptualised by Ogilvy & Mather and Perfetti Van Melle, the lively campaign announces the launch of the new flavour in a cool manner

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Center Fresh in a 'Cool Cola' avatar

Center Fresh in a 'Cool Cola' avatar

Conceptualised by Ogilvy & Mather and Perfetti Van Melle, the lively campaign announces the launch of the new flavour in a cool manner

BestMediaInfo Bureau | Mumbai | July 11, 2016

Click on the image to watch the TVC. Click on the image to watch the TVC.

Perfetti Van Melle India (PVMI) has launched a quirky campaign for its latest 'Cool Cola' flavour of Center Fresh -- its flagship chewing gum brand, one of the largest selling in the country – to provide a new refreshing experience to consumers.

The digital campaign shows a vendor selling cola in a train, in a very colloquial manner, typical of the sellers in local trains in India. One passenger calls out to him for a cola and the seller hands out 'Center Fresh Cool Cola' to the passenger, as if it were a real cola bottle. It is here he realises the man is not selling a soft drink but the new Center Fresh Cool Cola flavour chewing gum. The amused passenger too plays along.

Speaking about the campaign, Anurag Agnihotri, Executive Creative Director, Ogilvy & Mather, said, “The commercial works as a brilliant announcer for Center Fresh's new Cola flavour, doing so in a manner that is engaging and entertaining.”

Arun Sharma, Associate Category Director, Marketing, Perfetti Van Melle India, said, “We have conducted extensive consumer research to bring a new flavour for a refreshing experience, and we are confident that consumers will love this new flavour. The new copy narrates the story in a compelling manner that would surely help generate trials for the new flavour.”

The ad film aired on major national and regional television channels from July 8, 2016.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Perfetti Van Melle, India

Director Marketing: Rohit Kapoor

Associate Category Director, Marketing: Arun Sharma

Group Product Manager: Anuja Gulati

Agency: Ogilvy & Mather

Executive Creative Director: Anurag Agnihotri

Senior Creative Director: Shahrukh Irani

Creative Director: Nasrullah Husami

Account Management: Saksham Kohli, Rashi Jain

Production house: Dungarpur Films

Director: Shivendra Singh

Assistant Director: Akshay Mulajkar

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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