CentreFruit revives iconic waggle with fresh humour

The latest campaign from Centerfruit, from the house of Perfetti Van Melle, glorifies taste with an entertaining execution and memorable tagline ‘Kaisi jeebh laplapayee’ (How the tongue waggles). It introduces a new TVC, directed by director Prasoon Pandey, showcasing Centerfruit’s ability to delight consumers with its distinctive taste while the tagline encapsulates the irresistible and playful experience it delivers with every bite.

In this brand-new execution for ‘Kaisi jeebh laplapayee’, the focus is all about Centerfruit’s taste, with a stranded city lady’s need to reach the airport quickly (while being on a bullock cart!) causes the bullock cart driver to think creatively and use his own craving for Centerfruit to find a hilarious solution to this problem.

Commenting on the launch, Gunjan Khetan, chief marketing officer of 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.”

Commenting on conceptualising the campaign, Anurag Agnihotri, Chief Creative Officer, Ogilvy West, said, “Centerfruit is one of the most loved brands in India. And its tagline, ‘Kaisi jeebh laplapayee’ has been iconic. Over the years, we’ve created wildly funny stories on the simple premise of yummy taste. This time, we’re back with yet another crazy, memorable story. With it, we hope to get tongues wagging, both literally and figuratively, again."

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.

Campaign’s take: CentreFruit is back, and it’s got tongues wagging—literally. Perfetti Van Melle’s latest campaign revives its timeless tagline, ‘Kaisi Jeebh Laplapayee’, with a hilarious new ad that’s as bold and cheeky as the gum’s fruity flavour. Directed by Prasoon Pandey and conceptualised by Ogilvy West, this fresh take transports viewers to a stranded bullock cart, where a quirky twist involving the driver’s craving for CentreFruit leads to a riotous solution.

The original campaign, launched in the early 2000s, was a game-changer. Featuring a young man’s uncontrollable, playful tongue movement, it captured India’s imagination with its blend of humour and relatability. Decades later, it remains a cultural touchstone, referenced in memes and parodies, proving its timeless appeal.

What makes the new campaign stand out is how it modernises the brand’s core promise—an irresistible fruity experience—while staying true to its roots. The ad’s playful storytelling, paired with the familiar wagging-tongue imagery, strikes a nostalgic chord while delighting new audiences.

In an age where ads often lean on spectacle over substance, CentreFruit’s campaign is a masterclass in blending humour, relatability, and product focus. It’s proof that when creativity meets brand consistency, the results are truly unforgettable.

Credits:

Agency: Ogilvy India

Production house: Corcoise Films