MAM

Humour has been key to Center Fresh's brand recall: Perfetti Van Melle's Rohit Kapoor

Rohit Kapoor talks about the nerve-tickling marketing journey of Center Fresh

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/03/23/rohit-kapoor.jpg?itok=DcbVpFzQ

MUMBAI: The Dutch confectionery and gum manufacturer, Perfetti Van Melle had stepped into the Indian market 25 years back with a unique liquid-filled gum, Center Fresh, which eventually became the category leader in its segment.   One of the largest selling gum brands in India, Center Fresh not only tantalised the taste buds of millions of Indians but also gave memorable marketing campaigns and taglines that stay on the tip of the tongue; the most iconic being ‘Zubaan Pe Rakhe Lagaam

Perfetti Van Melle India director-marketing Rohit Kapoor, in an exclusive conversation with Indiantelevision.com, highlights the glorious marketing journey the brand has been on through these 25 years.

He starts by sharing the initial day story of the brand. Perfetti started the Indian operations in 1994 with the launch of Center Fresh, the first liquid-filled gum of the country. "Over the years we have kept the excitement going on the brand with new campaigns, innovative flavours, and new pack formats introduction to building the category. Center Fresh has managed to play the role of market creator and maintain leadership position in the segment over the years," he says.

During the launch phase, the objective was how to bring in differentiation and consumer-relevant innovation to the market. It was thus decided to launch the first-ever liquid-filled gum experience with a balanced fresh mint flavour. The brand was launched in a jar pack which provided a great tool to place the SKU front of the shop for visibility and also provided longer stability to the product. It also won the acceptance of mass audience.

Speaking about the role of marketing in this success, Kapoor quips, “Center Fresh is one of our power brands and there has been consistent marketing support for the brand to stay relevant with the consumers in the domain of fresh breath confidence. The campaigns ‘Zubaan Pe Rakhe Lagaam’ (better to chew than talk) and ‘Taazi Saans Rakho Paas’ (be fresh breath ready) have helped us a lot to garner consumers love for the brand.” Kapoor further mentions that Center Fresh’s association with the World Cup in 1996 had been one of the key disruption points for the brand.

Initially, the brand was riding the humour wave for its communications. The many ads launched under the ‘Zubaan Pe Rake Lagaam’ umbrella are still unforgettable.

Kapoor believes that humour is an important way to deliver clutter-breaking and memorable campaigns to drive top-of-mind brand recall. He notes, “Our category is an impulse category and it’s extremely important to keep the brand on top of the minds, which drives purchase decision in the market. Humour is an important way to deliver such campaigns, especially when your target group is the youth, who are being bombarded with enormous messages on a daily basis. A campaign with humour has to strike the right balance between the role of the product/insight in the campaign and entertainment in the storyline.”

However, in 2015, the brand moved to a new communication platform called ‘Taazi Saans Hamesha Rakho Paas’. Its newest ad film, celebrating its 25 years in the Indian market, also runs around the same message. Speaking about the change in communication module, Kapoor shares, “‘Zubaan Pe Rakhe lagaam’ as a platform, was a very successful campaign for the brand, started in 2007. But as brand custodian, we have to continue renewing the consumer stories and find ways to continue drive trials and building the category. ‘Taazi Saans Hamesha Rakho Paas’ essentially asks one to be fresh breath ready to impress the opposite gender in the first meeting (fresh breath confidence). The objective with the 25-year celebration film was to bring alive such moments of first meeting and bumping into each other in the college corridor is probably the most universal theme.”

The campaign has been created and conceptualised by Ogilvy & Mather, like most of its previous communications. Kapoor believes the agency has been a big support in making its marketing initiatives a success. He says, “Ogilvy has been a crucial and trusted partner to build many PVMI brands in the category. They have done memorable work on Center Fresh and many other Perfetti brands. They understand what works in the category to drive brand objectives and how to establish the connection with the consumer via compelling consumer stories. The recent 25 years campaign is another example where the Ogilvy team delivered really well on the brief.”

The brand is now looking forward to continuing building the ‘Fresh Breath Confidence’ platform for its other extensions as well. Kapoor highlights, “This journey started with the launch of Center Fresh Mints, our first non-gum offering, and the proposition along with communication has received an extremely positive response so far. So, the communication strategy on new introductions shall be to highlight the product benefit and moment of consumption, consistent with building the brand on fresh breath confidence platform.”

Not just for its flagship Center Fresh, Perfetti has been very creative with its marketing communications for other brands under its umbrella too. Talking about the same, Kapoor says, “The strategic intent is to develop the category, identify need gaps, renovate, innovate, and continue to delight the consumers. Also, superior quality products, ability to bring innovation at a faster pace, driving differentiation, memorable communication, and our robust distribution system have led to the popularity of the brands in the portfolio. Thus, the 7 power brands always get required support on identified demand moment via relevant innovations in the communication platforms.”

He concludes, “Social media and digital space are very important media for us to build brands and have been gaining share in marketing mix spends over the years. We regularly use the medium to improve our reach and drive consumer engagement.”

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/23/venugopal.jpg?itok=OFxzxZnV
1-IndiaFamilyMart appoints new COO Venugopal Konchada

MUMBAI: Continuing with its goal to provide an outstanding retail experience to the people in tier-2, 3 & 4 cities, 1-IndiaFamilyMart, a leading value retail chain owned by Nysaa Retail Private Limited has recently roped in retail industry veteran Venugopal Konchada as Chief Operational Officer...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/23/budwiser.jpg?itok=8KrF__NR
Budweiser Experiences announces multi-year global sponsorship with the Premier League and LaLiga

MUMBAI: Budweiser Experiences today announced multi-year partnerships with two of the top international football leagues, the Premier League and LaLiga. As a long-time partner of the FIFA World Cup™ and supporter of football leagues and several national teams worldwide, Budweiser Experiences is...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/23/kelly.jpg?itok=sjVJwtKH
Group M global CEO Kelly Clark Steps down

MUMBAI: As reported by The Drum, Group M global chief executive officer Kelly Clark has resigned from his post after serving it for three years. He, reportedly, will be replaced by current Group M agency Essence chief executive officer Christian Juhl. The agency is still finding a replacement for...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/23/miss.jpg?itok=nqVNk7om
One year and 25,000 members later, Malini’s Girl Tribe introduces a new logo and makes way for a bigger, more engaged community

MUMBAI: A year ago, Malini Agarwal, Founder and Creative Director MissMalini Entertainment created a community on Facebook called Malini’s Girl Tribe—an inclusive space for women everywhere. Here, women uplift other women, have real conversations about life, love, work and more. As time passed,...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/23/cyclesw.jpg?itok=A_PLhXCc
Go biking the Shiva Style as Viacom18 Consumer Products launches an all-new range of Shiva Cycles

MUMBAI: Scorching heat, incessant rains, chilling winters, nothing can deter a child’s excitement to go outdoors and pedal through the streets. As a favourite pastime and a significant routine for toddlers, tweenies, and teens, cycling defines the essence of one’s childhood. Keeping up with the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/23/rakshita.jpg?itok=FZugce8b
Bobble AI on-boards Dr Rakshita Shharma as VP Human Capital

MUMBAI: Bobble AI, a leading tech startup, that is empowering the Next Billion Indians by making their communication personalized, expressive and smarter, welcomes Dr Rakshita Shharma on board as their Vice President, Human Capital. This move comes as a part of Bobble AI's efforts to continue to...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/23/sonymax.jpg?itok=z8a6pNP3
Sony MAX kicks off celebrations for landmark 20 years of entertaining movie lovers

Sony MAX, India’s leading premiere Hindi movie channel from Sony Pictures Networks India (SPN), has created a benchmark by becoming the only channel across genres, to sustain a long-standing leadership stint for 148 weeks in a row.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/23/kpop.jpg?itok=yKhea5fy
K-POP Finally in India to Thrill Millennials

MUMBAI: One Take Media Co. (OTMC) is happy to announce their new content offering - K POP. They have more than 700+ songs in its library and approx. 60 episodes of K POP Music series. And OTMC is keen to expand their library even further

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/23/lavin.jpg?itok=tr-uNf9b
Chimp&z Inc retains the spartan poker’s digital mandate third year in a row

MUMBAI: Chimp&z Worldwide LLP announces its retainer hat-trick by one of the leading online poker gaming portals in India, SpartanPoker.Com! As per the new mandate, the Mumbai office of Chimp&z Inc will continue their digital and content duties for the brand and will also be working on the...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories