National, 8th June 2026: Centerfruit, from the house of Perfetti Van Melle India, returns with a new expression of its iconic “Kaisi Jeebh Laplapayee” platform with a brand-new ad film. Continuing the momentum of last year’s campaign that re-established Centerfruit’s irresistible taste, the brand now takes the “Kaisi Jeebh Laplapayee” universe forward with a hilarious new story set at an Indian wedding, where one irresistible laplap moment helps crack a robbery in the most unexpected way.
At the heart of the campaign is a brand-new ad film set against the backdrop of a bustling Indian wedding. When a robbery takes place amidst the celebrations, the police turn to CCTV footage to identify the culprit. What follows is a classic Centerfruit-style twist. As soon as Centerfruit enters the frame, events begin to unfold at an unbelievable pace, allowing the police to fast-forward through the footage and catch the thief in record time. Packed with humour, absurdity and a classic Centerfruit-style twist, the film brings alive the brand’s signature ability to create moments that are impossible to” resist.
Building excitement ahead of the campaign launch, Centerfruit kick-started the conversation with a series of innovative pre-buzz engagements designed to make India go Laplap before the TVC launch.
Video Link: https://youtu.be/u4R7RkdDSqI?si=GlhElS-YYwWMCPwU
The new campaign builds on the brand’s enduring promise of delivering an irresistible burst of fruity flavour that sparks the iconic “jeebh laplapayee” reaction. This time, the laplap moment becomes more than just a reaction—it becomes the catalyst for humor, spontaneity and unexpected fun.
Speaking on the launch, Gunjan Khetan, Director – Marketing, Perfetti Van Melle India, said, “Building on the successful return of ‘Kaisi Jeebh Laplapayee’ last year, we’re bringing the spotlight back on Centerfruit’s irresistible taste. We are taking the platform forward in a way that remains true to the brand’s core while introducing a fresh layer of entertainment. Centerfruit has always been about creating joyful and unexpected moments, and this campaign captures that spirit perfectly through a story that is both humorous and distinctly relatable.”
Prasoon Pandey, Director, said, Perfetti and Ogilvy and I share a long history of making really wild, crazy and demented commercials together. It is always exciting, thrilling and joyful to team up with them. But I must confess, the new Center Fruit commercial is the wildest of all the work we have done together. We have simply not been able to stop laughing from script discussions, through shoot, to edit and music. I just cannot wait to see the film on air.
“Working on a Center Fruit brief is always a highlight for us. The mission is simple: find the most outrageously entertaining way to capture that explosive, yummy taste using the iconic ‘laplap.’ We’ve dialled up the fun for this latest film. It’s pure, unadulterated madness, and we can’t wait for the world to see it.” said, Anurag Agnihotri – Chief Creative Officer, Ogilvy India (West)
Centerfruit continues to evoke playful, irresistible moments and bring alive the fun of “Kaisi Jeebh Laplapayee”.
About Centerfruit:
Centerfruit liquid filled chewing gum, launched in 2003, is Perfetti Van Melle India’s largest brand and one of the most widely distributed confectionery products in India.
About Perfetti Van Melle India Private Limited:
Having started India operations in 1994, Perfetti Van Melle India Pvt. Ltd. (PVMI) today enjoys the reputation of being market leaders in the confectionary space with a diverse portfolio of brands across segments (i.e. candies, jellies, gums & chewies) which provide differentiated consumer experiences across age groups. PVMI’s extensive distribution footprint spans 5 million outlets across India and the manufacturing facilities are located in Manesar (Haryana), Rudrapur (Uttarakhand) and Karanaipuducherry (Chennai). 30 years since its inception, Perfetti’s power brands like Center fresh, Centerfruit, Alpenliebe, Happydent, Mentos, Alpenliebe Juzt Jelly, Chupa Chups continue to both delight and engage with the consumer with innovations across category expansion, variants, flavours, promotions, and clutter breaking advertising campaigns. Regarded as a ‘great Place to Work’ owing to its strong people culture, PVMI drives continuous improvement by way of external benchmarking and exposure to global best practices and building a sense of pride amongst its employees. As a responsible corporate brand, Perfetti is committed to bringing about a positive influence in the community it operates in and adheres to its four pivot areas of sustainability – education, skilling, water conservation and environment. PVMI is a fully owned subsidiary of the global confectionary conglomerate Perfetti Van Melle, headquartered in Amsterdam.
