The renowned chewing gum brand, Center Fruit has released a new campaign, ‘Mood Ting Tong’ featuring the Indian women’s team captain, Harmanpreet Kaur.
The campaign will be launched through the digital series featuring the 34-year-old batter which will be focussing to show India’s zeal for sports, especially women’s cricket, by using the concept of gully cricket to rekindle the passion.
The ace batter will be seen engaging in humorous banter, along with RJ Sukriti, a digital influencer who is also featured in this campaign.
The digital commercial will feature Center Fruit Tennis ball-shaped gum, a first-of-its-kind chewing gum that comes in the shape of a tennis ball and has a liquid filling that tastes like pineapple. It draws inspiration from the way that tennis balls have traditionally been used to play gully cricket in India.
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.”
The social media platforms like Instagram will be used to promote this digital-only series.
One of Perfetti van Melle India’s key brands, Centre Fresh, has gained the affection and trust of customers and has come to represent chewing gums and confidence in having fresh breath. The company’s standout advertising campaigns and catchy taglines helped it become well-known. The brand’s promise of “Fresh Breath to Impress” has been expanded over the past several months to include items across formats, such as power mints.