Latest news with #GunjanKhetan
Hans India
22-07-2025
- Entertainment
- Hans India
Chupa Chups' New ‘Samajh Ke Bahar' Campaign Brings Alive Its Sweet & Sour Fun
Chupa Chups, one of the iconic and playful confectionery brands from the house of Perfetti Van Melle, has launched an all-new campaign that brings alive the quirky impact of its signature Sweet & Sour taste. With a refreshing new TVC , the campaign builds on the idea how the fusion of sweet and sour can flip the ordinary into a chaos of pure fun. Rooted in the brand's purpose of infusing fun into everyday moments, the campaign takes a wild yet lighthearted turn as it showcases how Chupa Chups Sweet & Sour jellies spark a hilarious collision of logic and imagination. With a flavour that's anything but ordinary, the film leans into the unpredictable when sweet meets sour, and logic flies out the window. The TVC opens in a casual setting with a group of friends playing carrom. But the moment they bite into Chupa Chups Belts, the familiar game spirals into hilarious unpredictability. It all builds up to a moment that captures the campaign's core thought, 'Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai.' Speaking about the campaign, Gunjan Khetan, Director Marketing, Perfetti Van Melle India, said, 'For Chupa Chups, 'Forever Fun' has been our core philosophy. With this campaign, we wanted to take that a step further by transforming a simple tasting moment into an experience of pure, unpredictable fun. The sweet-and-sour fusion in our Belts isn't just about taste, it's about sparking joy, laughter, and a whole lot of chaotic fun in every bite. And the theme 'Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai' captures this beautifully. It reflects our vision to build Chupa Chups as the go-to brand for a generation that values expression, unpredictability, and fun without filters. This film is a reminder that sometimes, breaking the rules of logic is exactly what makes a moment memorable.' Conceptualized by Ogilvy, the campaign brings together surreal storytelling, simple everyday cultural cues, and an unmistakable sense of mischief that reflects the brand's irreverent spirit. Speaking about the campaign, Anurag Agnihotri, Chief Creative Officer,West shared, 'This film is a celebration of how even the simplest moments can spiral into fun-filled chaos with Chupa Chups. We imagined a world where an innocent carrom match turns into a genre-bending, rule-breaking riot of fun and confusion. We leaned into the taste profile of Chupa Chups Belts—because when there's a fusion of sweet and sour, fun is guaranteed. And that's where the magic lies.' The campaign is being rolled out across television, digital platforms, and social media. It aims to onboard new users by spotlighting the brand's unique taste profile while reinforcing its distinct identity as a source of spontaneous fun. With 'Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai' Chupa Chups continues to strengthen its position as a go-to brand for those who crave not just bold taste, but bold fun in every bite.
Time of India
17-07-2025
- Entertainment
- Time of India
Comic mishaps steal the show in latest Chupa Chups campaign
Chupa Chups , a confectionery brand owned by Perfetti Van Melle , has launched a new advertising campaign . The campaign highlights the sweet and sour taste profile of its products. The new television commercial ( TVC ) for the campaign aims to show how the combination of sweet and sour flavors can lead to unexpected and humorous situations. The advertisement begins with friends playing carrom and after one of them is spotted consuming Chupa Chups Belts, the game devolves into an unconventional and humorous scene. The campaign's central theme is summarised by the tagline, "Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai" (It's beyond understanding, like whether Chupa Chups is sweet or sour). Watch the film on ETBrandEquity here: Gunjan Khetan , Director Marketing , Perfetti Van Melle India, stated, "For Chupa Chups, 'Forever Fun' has been our core philosophy. With this campaign, we wanted to take that a step further by transforming a simple tasting moment into an experience of pure, unpredictable fun. The sweet-and-sour fusion in our Belts isn't just about taste, it's about sparking joy, laughter, and a whole lot of chaotic fun in every bite." The campaign was conceptualized by Ogilvy . Anurag Agnihotri, Chief Creative Officer, West, commented, "This film is a celebration of how even the simplest moments can spiral into fun-filled chaos with Chupa Chups. We imagined a world where an innocent carrom match turns into a genre-bending, rule-breaking riot of fun and confusion." The campaign will be distributed across television, digital platforms, and social media. It seeks to attract new consumers by emphasizing the brand's unique taste.
Business Standard
30-06-2025
- Business
- Business Standard
No Internet, No Screen, No Problem: Centerfruit Launches Industry-First AI-Powered Tongue Twister Challenge For Rural India
NewsVoir New Delhi [India], June 30: In a bold leap toward inclusive innovation, Centerfruit from the house of Perfetti Van Melle India, in collaboration with WPP and and Google Cloud, launched the 'Centerfruit Tongue Twister Challenge'--a first-of-its-kind voice based GenAI campaign aimed at engaging audiences in rural regions of Uttar Pradesh, where limited access to data, let alone television and digital, has long posed a challenge. By eliminating the need for the internet, apps, or even smartphones, the campaign brought fun, flavor, and technology to communities that are often left out of mainstream brand conversations. As part of its ongoing Kaisi Jeebh Laplapayee campaign, Centerfruit introduced a hyper-local Voice AI that directly called users on their feature phones. With a simple call back, users engaged in tongue- twister challenges all the while chatting in their own dialects--transforming a basic phone call into a gamified brand experience full of laughter, linguistic flair, and regional pride. YouTube link: At the core of the activation was a highly scalable voice infrastructure, allowing millions even those with basic, non-internet-enabled phones, to interact with the brand in real time. No app, no internet, no data, just a phone call to access an AI-powered entertainment experience. Sharing his thoughts on the campaign, Gunjan Khetan, Marketing Director, Perfetti Van Melle India, said, "Rural Bharat is an important market for Centerfruit, and while we have been able to reach millions through Television, there are still pockets where narrating our brand story has been a challenge. However, the latest Voice AI tech activation is a game-changer, it allows us to not just reach but have conversations with people outside of the traditional digital ecosystem. By using AI and creative storytelling, we bring the Kaisi Jeebh Laplapayee spirit to life in a way that feels local, effortless, and deeply inclusive. We believe this is a powerful step toward ensuring that no consumer is left out of the conversation, no matter where they are or what technology they have access to." The solution is deployed on Google Cloud, leveraging high-performance compute instances with GPU acceleration, advanced networking, and scalable storage. A containerized orchestration layer ensures low-latency inference and high availability under concurrent user loads. User voice input is captured via a real-time audio stream and processed using BharatGPT, CoRover's proprietary multimodal large language model. Optimized for Indian languages and dialects, BharatGPT performs speech-to-text conversion and context-aware response using proprietary speech generation model, aligning outputs with Center Fruit's brand personality through witty, generative dialogue. The system also integrates Gemini, Google's state-of-the-art multimodal AI model, to evaluate user attempts at tongue twisters. It provides live scoring based on pronunciation accuracy, Classification: Internal speech pace, and clarity. GCP's high-speed networking fabric enables near-instant feedback and responsiveness. Bikram Singh Bedi, Vice President and Country MD, Google Cloud India added, "Google Cloud's scalable cloud infrastructure will enable brands like Center Fruit to reach consumers in their native language and Gemini's capabilities will enable real time scoring which will make the whole user journey exciting while creating more brand recognition. This is a testament to how technology can truly empower businesses and consumers around the globe." Beyond the tongue twister challenge, users could also ask questions through Ask Engine, receiving instant responses in their regional dialects, making the overall experience interactive, and conversational. Ajay Gupte, CEO - South Asia, Wavemaker, said, "We believe technology should be an equalizer, not a barrier. Our collaboration on the campaign along with and Google Cloud is a powerful example of how voice-based GenAI can bridge the digital divide and bring playful, immersive brand experiences to audiences often overlooked by mainstream media. By combining creativity with scalable tech infrastructure, we're proud to help create a campaign that's as inclusive as it is innovative--one that speaks directly to people, in their language, on the devices they already use. This initiative is a step forward in redefining how brands connect with rural India--not just by reaching them, but by truly engaging them in ways that are local, personal, and deeply human." Karthik Nagarajan, Chief Executive Officer - Hogarth India, said, "This partnership between Perfetti Van Melle, WPP, Google Cloud, and BharatGPT wasn't about tech deployment -- it was about cultural engineering. We built AI not just to answer questions, but to reflect the wit, rhythm, and warmth of everyday Bharat. When creativity meets technology, you don't just reach people -- you resonate. As a content experience company, we specialize in delivering engaging, enriching brand experiences irrespective of the medium. In this case, we are very grateful to Perfetti Van Melle for providing a platform that enabled us to create such an experience at scale for its audience." "This collaboration with Perfetti Van Melle India, WPP, and Google Cloud is a testament to how tech can truly empower. By combining our BharatGPT stack with robust telephony and scalable voice infra, we brought AI to the heart of rural India--without internet, without screens. It's innovation with purpose, built for Bharat," said Ankush Sabharwal Founder This initiative represents a pivotal moment in our rural marketing journey in India, demonstrating how AI, voice technology, and culturally rooted storytelling can converge to deliver joyful, impactful, and genuinely inclusive experiences for Bharat. 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. 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 6 million outlets across India and the manufacturing facilities are located in Manesar (Haryana), Rudrapur (Uttarakhand) and Karanaipuducherry (Chennai). 31 years since its inception, Perfetti Van Melle'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 Van Melle 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.
Fashion Value Chain
30-06-2025
- Business
- Fashion Value Chain
No Internet, No Screen, No Problem: Centerfruit Launches Industry-First AI-Powered Tongue Twister Challenge For Rural India
In a bold leap toward inclusive innovation, Centerfruit from the house of Perfetti Van Melle India, in collaboration with WPP and and Google Cloud, launched the 'Centerfruit Tongue Twister Challenge'-a first-of-its-kind voice based GenAI campaign aimed at engaging audiences in rural regions of Uttar Pradesh, where limited access to data, let alone television and digital, has long posed a challenge. By eliminating the need for the internet, apps, or even smartphones, the campaign brought fun, flavor, and technology to communities that are often left out of mainstream brand conversations. Centerfruit comes out with an industry-first digital interaction with its no-internet, voice-AI innovation As part of its ongoing Kaisi Jeebh Laplapayee campaign, Centerfruit introduced a hyper-local Voice AI that directly called users on their feature phones. With a simple call back, users engaged in tongue- twister challenges all the while chatting in their own dialects-transforming a basic phone call into a gamified brand experience full of laughter, linguistic flair, and regional pride. YouTube link: At the core of the activation was a highly scalable voice infrastructure, allowing millions even those with basic, non-internet-enabled phones, to interact with the brand in real time. No app, no internet, no data, just a phone call to access an AI-powered entertainment experience. Sharing his thoughts on the campaign, Gunjan Khetan, Marketing Director, Perfetti Van Melle India, said, 'Rural Bharat is an important market for Centerfruit, and while we have been able to reach millions through Television, there are still pockets where narrating our brand story has been a challenge. However, the latest Voice AI tech activation is a game-changer, it allows us to not just reach but have conversations with people outside of the traditional digital ecosystem. By using AI and creative storytelling, we bring the Kaisi Jeebh Laplapayee spirit to life in a way that feels local, effortless, and deeply inclusive. We believe this is a powerful step toward ensuring that no consumer is left out of the conversation, no matter where they are or what technology they have access to.' The solution is deployed on Google Cloud, leveraging high-performance compute instances with GPU acceleration, advanced networking, and scalable storage. A containerized orchestration layer ensures low-latency inference and high availability under concurrent user loads. User voice input is captured via a real-time audio stream and processed using BharatGPT, CoRovers proprietary multimodal large language model. Optimized for Indian languages and dialects, BharatGPT performs speech-to-text conversion and context-aware response using proprietary speech generation model, aligning outputs with Center Fruits brand personality through witty, generative dialogue. The system also integrates Gemini, Googles state-of-the-art multimodal AI model, to evaluate user attempts at tongue twisters. It provides live scoring based on pronunciation accuracy, Classification: Internal speech pace, and clarity. GCPs high-speed networking fabric enables near-instant feedback and responsiveness. Bikram Singh Bedi, Vice President and Country MD, Google Cloud India added, 'Google Cloud's scalable cloud infrastructure will enable brands like Center Fruit to reach consumers in their native language and Gemini's capabilities will enable real time scoring which will make the whole user journey exciting while creating more brand recognition. This is a testament to how technology can truly empower businesses and consumers around the globe.' Beyond the tongue twister challenge, users could also ask questions through Ask Engine, receiving instant responses in their regional dialects, making the overall experience interactive, and conversational. Ajay Gupte, CEO – South Asia, Wavemaker, said, 'We believe technology should be an equalizer, not a barrier. Our collaboration on the campaign along with and Google Cloud is a powerful example of how voice-based GenAI can bridge the digital divide and bring playful, immersive brand experiences to audiences often overlooked by mainstream media. By combining creativity with scalable tech infrastructure, we're proud to help create a campaign that's as inclusive as it is innovative-one that speaks directly to people, in their language, on the devices they already use. This initiative is a step forward in redefining how brands connect with rural India-not just by reaching them, but by truly engaging them in ways that are local, personal, and deeply human.' Karthik Nagarajan, Chief Executive Officer – Hogarth India, said, 'This partnership between Perfetti Van Melle, WPP, Google Cloud, and BharatGPT wasn't about tech deployment – it was about cultural engineering. We built AI not just to answer questions, but to reflect the wit, rhythm, and warmth of everyday Bharat. When creativity meets technology, you don't just reach people – you resonate. As a content experience company, we specialize in delivering engaging, enriching brand experiences irrespective of the medium. In this case, we are very grateful to Perfetti Van Melle for providing a platform that enabled us to create such an experience at scale for its audience.' 'This collaboration with Perfetti Van Melle India, WPP, and Google Cloud is a testament to how tech can truly empower. By combining our BharatGPT stack with robust telephony and scalable voice infra, we brought AI to the heart of rural India-without internet, without screens. It's innovation with purpose, built for Bharat,' said Ankush Sabharwal Founder This initiative represents a pivotal moment in our rural marketing journey in India, demonstrating how AI, voice technology, and culturally rooted storytelling can converge to deliver joyful, impactful, and genuinely inclusive experiences for Bharat. 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 6 million outlets across India and the manufacturing facilities are located in Manesar (Haryana), Rudrapur (Uttarakhand) and Karanaipuducherry (Chennai). 31 years since its inception, Perfetti Van Melle'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 Van Melle 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. For more information, please visit: About WPP WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities. For more information, visit
Time of India
29-05-2025
- Business
- Time of India
Centerfruit turns everyday transactions into ‘jeebh laplapayee' moments
HighlightsPaytm, India's payments and financial services distribution company, has introduced a playful element to transactions by incorporating a 'jeebh laplapayee' soundbite in collaboration with Centerfruit. The collaboration aims to enhance brand recall and customer engagement by transforming everyday transactions into memorable experiences with the signature sound of Centerfruit's 'Kaisi Jeebh Laplapayee.' Perfetti Van Melle India plans to expand the initiative to other markets, bringing the engaging 'jeebh laplapayee' moments to a wider audience, as shoppers experience this innovative twist in their payment interactions. Paytm (One97 Communications), India's payments and financial services distribution company and pioneer of mobile payments , QR codes and Soundbox , has turned every single Paytm transaction into a ' jeebh laplapayee ' moment. In a first-of-its-kind innovation, the Paytm 'thank you' sound bite will change to , 'laplaplap' to the taste of Centerfruit . The soundbite adds a playful element, creating an engaging moment that makes even the simplest purchases more memorable. This collaboration brings Centerfruit's signature 'Kaisi Jeebh Laplapayee' to life in a whole new way creating a fun and organic interaction at a natural consumer touchpoint. In a world where brands are constantly vying for attention, this announcement enhances brand recall and customer engagement , making Centerfruit an integral part of their everyday shopping experiences. Gunjan Khetan, marketing director, Perfetti Van Melle India , said, 'By integrating with Paytm pioneered Soundbox, we are adding an unexpected twist to everyday transactions , converting each one of them into 'jeebh laplapayee' moments.' Paytm spokesperson said, "Our pioneering Paytm Soundbox has transformed the way merchants accept payments, and now, with this playful twist with Centerfruit, we are adding a moment of surprise and delight to everyday transactions—making payments more engaging and memorable for everyone." As more shoppers experience this playful surprise, Perfetti Van Melle India is looking at expanding the initiative to other markets, bringing 'jeebh laplapayee' moments to even more people. Watch the video here:
