Ad Campaigns
Harmanpreet Kaur joins Center Fruit’s “Mood Ting Tong” Gully cricket campaign
Mumbai: The cricket season in India is in full swing with the Indian Premier League 2023. While IPL has contributed to the nation’s passion for sport in the last decade, the real excitement has always been felt on playgrounds and in housing societies where gully cricket matches are played!
To capitalise on this euphoria and take the excitement quotient a notch above, Center fruit from the house of Perfetti Van Melle India has taken a step forward with its latest campaign ‘Mood Ting Tong League’. The brand has roped in ace cricketer and captain of the Indian Women’s cricket team – Harmanpreet Kaur and digital influencer RJ Sukriti as key protagonists who will be seen in a creative banter around gully cricket featuring Center fruit’s unique Tennis Ball shaped chewing gum.
The brand through this digital series aims to mirror India’s passion for sports, especially Women’s cricket through the idea of gully cricket, and bring alive the fervour. Harmanpreet Kaur, who recently captained Mumbai Indians to victory in the first Women’s Premier League is hence perfectly positioned to champion this idea.
Taking the insight from how a tennis ball has traditionally been used while playing gully cricket in India, the campaign will feature Center fruit Tennis ball-shaped gum – a first-of-its-kind chewing gum that comes in a tennis ball shape with pineapple-flavoured liquid filling.
Starring the multifaceted RJ Sukriti, the content series will see her as a colourful & relatable everyday character, bouncing her unique personality off to the serious Harmanpreet as they play gully cricket with the Tennis Ball-shaped chewing gum. The sequence progresses with both Sukriti & Harmanpreet stumping each other with their quirky comebacks and cricketing skills. Through this journey, Center fruit Tennis ball-shaped chewing gum is seen as a catalyst for ‘mood transformation’.
This digital-only series will be promoted on social media platforms like Instagram.
Perfetti Van Melle India marketing director Gunjan Khetan stressed the significance of women’s cricket and the brand’s proactive role in its promotion. He stated, “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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
