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Center fruit celebrates gully cricket with Harmanpreet Kaur in new ad – ET BrandEquity

Center Fruit ambassador Harmanpreet Kaur
Center fruit from the house of Perfetti Van Melle India has launched its latest campaign ‘Mood Ting Tong League’.

The brand has roped in cricketer Harmanpreet Kaur and RJ Sukriti as key protagonists who will be seen in a creative banter around gully cricket featuring Center fruit’s unique Tennis Ball shaped chewing gum.

The brand through this digital series aims to mirror India’s passion for sports, especially Women’s cricket through the idea of gully cricket, and bring alive the fervour.

Taking the insight from how a tennis ball has traditionally been used while playing gully cricket in India, the campaign will feature Center fruit Tennis ball-shaped gum – a first-of-its-kind chewing gum that comes in a tennis ball shape with pineapple-flavoured liquid filling.

Starring RJ Sukriti, the content series will see her as a colourful and relatable everyday character, bouncing her unique personality off to the serious Kaur as they play gully cricket with the Tennis Ball shaped chewing gum.

The sequence progresses with both Sukriti and Kaur stumping each other with their quirky comebacks and cricketing skills. Through this journey, Center fruit Tennis ball shaped chewing gum is seen as a catalyst for ‘mood transformation’.

This digital-only series will be promoted on social media platform like Instagram.

Gunjan Khetan, marketing director at Perfetti Van Melle India, said, “Cricket holds a special place in the heart of every Indian, and we believe it is crucial to also celebrate the immense talent and potential within women’s cricket. With the ‘Mood Ting Tong League’ campaign, we are not only embracing India’s passion for cricket but also striving to shine a spotlight on women’s cricket.”

“By featuring Harmanpreet, who embodies the dynamism of women’s cricket, we hope to inspire a new wave of enthusiasm among fans. Through our ting tong way, we aspire to create an inclusive and empowering cricketing experience that resonates with both existing fans and new audiences alike,” Khetan added.

Watch the ad here:

When Center Shocked and awed Indian gum lovers

In a time when gum and candies were portrayed to be sweet and enjoyable, Perfetti Van Melle disrupted the market with extremely sour gummies and a unique shock therapy.

  • Published On May 10, 2023 at 03:58 PM IST

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