Center Fruit has rolled out a campaign 'Bullock Cart - Kaisi Jeebh Laplapayee' (How the tongue waggles), reviving its classic marketing element and reiterating its brand offerings to its audience.

Directed by filmmaker Prasoon Pandey, the campaign consists of an ad film. The film follows the story of a city dweller stranded on a bullock cart after her car breaks down, desperately trying to reach the airport on time. Portrayed as a typical city monger, she is seen applying makeup and exuding urban mannerisms. The cart driver, spotting a Center Fruit, experiences a tongue-waggling moment that unexpectedly prompts the bullock to pick up speed. This clever twist showcases the cart driver’s unconventional solution, reinforcing the brand's long-standing association with its irresistible fruit flavor appeal.

What do we think about it: A classic revival of the brand's well-known 'Kaisi Jeebh Laplapayee' tagline, blending nostalgia with a modern storytelling approach. The film's humorous premise of a city dweller navigating a bullock cart ride to the airport highlights the brand's playful identity. By bringing back a classic marketing element, the campaign not only rekindles consumer fondness but also strategically aligns with the evolving preferences of today’s audience. It’s a refreshing balance of heritage and innovation.

The campaign was released on 19 January.