Center Fruit adds colour to the wiggling tongue

Confectionery maker Perfetti Van Melle India has launched a new variant of its Center Fruit chewing gum ‘Colour Your Tongue’. An ad film by Ogilvy & Mather for the launch stays with the proposition ‘Kaisi Jeebh Laplapayee’ (How the tongue wiggles), and the brand’s trademark humour to get the message across that the product literally ‘colours your tongue’ when consumed.

The film shows a school boy in an exam hall. He gets worried as his pen runs out of ink midway. His teacher refuses to help, and tells him ‘Kaise bhi likho’ (Write somehow). The girl seated next to him doesn’t lend her extra pen either. He bends under the table and pops a Center Fruit - Colour Your Tongue. When he sits up again, we see that he’s wiggling his tongue that has turned blue. He proceeds to write the exam with the blue in his tongue, much to the amazement of his teacher and classmates. The voice over explains, “Bachchon ab colour your tongue. Center Fruit ‘Kaisi Jeebh Laplapayee’” (Kids, now colour your tongue with Center Fruit. How the tongue wiggles.)

Mandar Keskar, category head - gums, Perfetti Van Melle India, said, “We, at Perfetti, believe in doing something distinctive with every new launch. Center Fruit ‘Colour Your Tongue’ is meant for all those with a taste for some fun! It is not only a completely new flavour offering but also provides an exciting experience of turning the tongue blue when chewed. A sure shot delight, especially for our younger consumers.”

Anurag Agnithotri, group creative director, Ogilvy & Mather, said, “Colour Your Tongue is a very interesting product. We wanted to demonstrate the fact that it turns your tongue blue in an equally interesting way.”

The film targets children and youth, and is currently airing across kid’s channels and GECs.

Credits
Client: Perfetti Van Melle India
Agency: Ogilvy & Mather
National creative director: Abhijit Avasthi,
Group creative director: Anurag Agnihotri
Senior creative director: Ashish Naik
Creative controller: Nasrullah Husami
Account management: Kapil Arora (president – branch head, North), Antara Suri (VP - client services), Parul Madaan (account director), Vaibhav Bharadwaj (senior AE), Mithila Manhas (account supervisor)