MAM
O&M creates TVC for Perfetti’s new offering
MUMBAI: Perfetti Van Melle India (PVMI) has rolled out an ad campaign for launching its new offering, dual-coloured, dual-flavored liquid-filled gum – Center Fruit Mingle.
The television campaign has been created by Ogilvy & Mather.
Ogilvy & Mather group creative director Anurag Agnihotri said, “We wanted to create an ad that breaks all the common norms adopted for two-in-one commercials. This ad is both funny and crazy, a combination that has always worked wonderfully for us.”
According to the agency, the insight for this TVC came from the fact that two flavors are together ‘miley hue‘ in one gum.
The TVC shows a serious cricket match in progress. The batsman hits the ball into the air and to his surprise, the non-striker dives and catches it. The batsman turns to the umpire to seek resolution and is shocked to see the umpire himself celebrating with the non-striker. The commentator exclaims ‘Ye dono miley hue hain‘ (these two are in it together)‘… just like pineapple and green-apple are together in Center Fruit Mingle- The Mila-Jula Gum‘.
Directed by Prashant Issar, the campaign has been produced by Tubelight Films.
Brands
Hocco crosses Rs 530cr revenue in two years
Sauce.vc-led Rs 100cr raise values ice cream brand at Rs 2,500cr pre-money as quick commerce hits 20 per cent of sales.
MUMBAI: Hocco has just scooped a seriously sweet milestone crossing the Rs 530 crore revenue mark in just two full years of operations. The fast-growing Indian ice cream and indulgence brand announced it has raised Rs 100 crore in fresh capital led by Sauce.vc. The round values the company at Rs 2,500 crore pre-money and underscores investor confidence in its rapid scale and distinctive India-first approach.
Founder Ankit Chona said the brand’s success stems from solving real Indian challenges extreme summer heat, fragmented cold chains and culturally rooted tastes. “In India, product development doesn’t end in the lab. It only ends when it survives the street,” he noted. This philosophy has produced viral hits such as Aamchi mango ice cream, BIX cake-sponge sandwiches, the Oh cone and culturally relevant collaborations like Haldiram’s Barfi and festive Modak specials.
Hocco currently operates manufacturing facilities in Ahmedabad and Panipat with a production capacity of approximately 3 lakh litres per day, running near full capacity in peak season. The fresh capital will help expand this to around 4.5 lakh litres per day.
Quick commerce has emerged as a major growth engine, now contributing ~20 per cent of overall business and growing nearly 2x year-on-year. The channel has boosted product discovery, increased consumption frequency and helped extend ice cream beyond its traditional seasonal limits.
Sauce.vc founder Manu Chandra said, “At Sauce, we believe that when you chance upon an outlier business, you double down with stronger conviction. We see Hocco as just that.”
With a strong innovation pipeline, deeper distribution and continued focus on cultural relevance, Hocco is entering its third year aiming to capture even more mind space and market share. In a category long dominated by legacy players, this young brand is proving that the coolest way to win is to build for India’s realities, one scoop, one street and one satisfied craving at a time.
