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Center Fruit ‘Ja Pani La’ language classes teaches Japanese

Conceptualised by Ogilvy & Mather, Centre Fruit launches its new TVC with the tagline ‘kaisi jeebh laplapayee’

Aahiri Ghosh Dastidar | Delhi | October 1, 2014


Click on the image to watch the TVC.

Center Fruit, a brand in the sugar confectionary category in India has made tougues ‘laplap’ with its various commercials like phone booth, human ATM and jugalbandi previously. With its tagline ‘kaisi jeebh laplapayee’ which has come a long way since its inception, Centre Fruit has launched its latest ‘language classes’ campaign conceptualized by Ogilvy which went on air across GEC, music, movies and kids channels on September 30. Last year the brand’s ‘waiter’ TVC was much appreciated and won several accolades in various award forums.

The TVC highlights the fact that most foreign languages are difficult to learn and take time to master without language classes. The 45 seconds film starts with a man getting slapped by Japanese girls while proposing them with flowers as he does not know how to speak in Japanese language. Then he gets the opportunity to take Japanese language class whose teaching method involves showing the student a Center Fruit. After seeing the chewing gum the man’s tongue is seen going ‘laplap’ uncontrollably. In this process he learns fluent Japanese and also wins the heart of that Japanese teacher. Next it is seen on screen that Japanese teacher wants that man as her ‘swami’. The TVC finally ends with showing a Center Fruit on screen with a voiceover saying ‘kaisi jeebh lapalapayee’.

“Laplapana has become synonymous with Center Fruit. This gives us the freedom to put this tongue wagging to quirky uses. Each new commercial is an exercise in madness and there’s always the pressure of outdoing the last TVC” says Anurag Agnihotri, Executive Creative Director at O&M, Mumbai.

Nikhil Sharma, Director – Marketing, Perfetti Van Melle India says “Center Fruit is one of our biggest brands and its irresistible flavours enjoy strong loyalty across the country. To match up to the scale of the brand, we need to up the ante with every new commercial. We hope that the new ‘language classes’ commercial succeeds in capturing the imagination of our loyal consumers.”

The TVC:

YouTube Preview Image


Creative Agency: Ogilvy & Mather

National Creative Director: Abhijit Avasthi

Executive Creative Director:  Anurag Agnihotri

Senior Creative Director:  Ashish Naik

President-Branch Head, Ogilvy North: Kapil Arora

Sr. Vice President-Account Management: Vishwajeet Rana

Management Supervisor: Parul Madaan

Account Supervisor: Ankita Singh

Production House: Soda Films

Director: Rajesh Krishnan

Producer: Ameya Dahibavkar

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