Center Fruit launches new campaign featuring Harmanpreet Kaur

Center Fruit, one of the key brands of Perfetti Van Melle India (PVMI), has unveiled a new ad called “Mood Ting Tong” featuring Indian senior women’s national cricket team captain Harmanpreet Kaur.

A first-of-its-kind chewing gum in the shape of a tennis ball features in the digital advertisement for Center Fruit, which is inspired by the tennis balls commonly utilised in India to play gully cricket. This digital-only series will be promoted on all mainstream social media platforms.

Using gully cricket to rekindle the love for the sport, the ad will be released through a digital series starring the 34-year-old batter along with digital creator RJ Sukriti, focusing on showcasing India’s desire for sports, especially women’s cricket.

Gunjan Khetan, Marketing Director, PVMI, 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.“