Center Fresh, with its ‘Zubaan Pe Rakhe Lagaam’ proposition, is known to zip up people who have a tendency to speak at wrong time. After a series of very successful advertising executions on television and radio, Center Fresh has recently launched a digital campaign called “Gum Charades”. Inspired by a popular guessing game, it is a perfect integration for the brand.
To translate the real experience of playing dumb charades to the digital medium a microsite has been created: www.centerfresh.in/gumcharades.The rules of the game are simple- the host enacting the movie ofcourse is not allowed to say anything. In other words, she must put a lagaam on her zubaan and the user has to guess the right movie. Lesser the time you take, higher is the score you get.
To popularize the concept of Gum charades and drive traffic to the microsite, the brand has tied up with TV channels like 9XM, Channel V, Mtunes and Zoom for content integration and will also be airing radio spots on popular radio stations in Delhi, Mumbai and Pune.
Commenting on the campaign, Mandar Keskar, Category head- Gums, Perfetti Van Melle India, said “Most digital initiatives today are adapted from television campaigns. With the growing relevance of digital as a medium especially amongst youth (our core TG), we realized that it’s important to customize brand content for this medium rather than adapt it. Gum Charades, is one such initiative in this direction. As far as the concept is concerned, it’s rare to find a popular game with a natural brand fit; we have been quite lucky in this aspect.”
“We wanted an idea which was platform agnostic for Center fresh,” says V. Narayanan, General Manager, Maxus Delhi, the media agency behind this idea. “The concept of Gum Charades resonates seamlessly with the brand proposition, which consumers are willing to share across their social networks for its unique entertainment quotient.”
Abhijit Avasthi, National Creative Director, Ogilvy & Mather, the creative agency that handles the brand- said, “Center Fresh is a youth driven brand and is in the process of establishing itself in the digital sphere. Through Gum Charades, Center Fresh is revamping a popular game and adding a digital twist to it. We hope this game will be a hit among 15 to 24 year olds.”
So where all can you play the game?
Apart from the microsite (www.centerfresh.in/gumcharades), the game can also be played on Facebook where an app has been created and on mobile platforms like Rocketalk and Vuclip.