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.