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Tag: Center Fresh

  • Dedicate latest track 'Taazi Saans, Taazi Soch' to the young in India

    MTV partners with Center fresh

    By Our Staff

     

    Center fresh chewing gum and mints has announced its collaboration with MTV to release a track ‘Taazi Saans, Taazi Soch’ dedicated to the young in the context of the ongoing health care issues across the country.  This initiative was co-conceptualised by Perfetti Van Melle India Pvt Ltd and Wavemaker India in partnership with MTV India.

     

    Speaking about Center fresh’s Collaboration with MTV, Rohit Kapoor – Director Marketing, Perfetti Van Melle India said: “Center fresh has always kept freshness at the center of its core philosophy. With this initiative, we wanted to spotlight the power of a fresh perspective within the fold of our communication. The younger generation has always been our core TG and we have continued to draw upon instances from their life in our brand assets.  This year, we decided to salute the resolve, dedication and fresh perspective that the country’s youth demonstrated during the second wave. The partnership with MTV was an obvious one given the platform’s strong youth consumer base and Krsna’s lyrics and rendition have helped tie this tribute with the brand’s philosophy in a seamless manner.”

     

  • The TVC urges the consumer to keep fresh breath handy with "Taazi saans, hamesha rakho paas"

    Center Fresh takes brand proposition further in latest campaign

    By A Correspondent

     

    Center Fresh, Perfetti Van Melle India’s flagship chewing gum brand, started the journey to establish fresh breath platform in 2015, with the introduction of an improved product and a communication campaign with a new tag line ‘Chali Hawaa Mastaani’.

     

    To further establish the fresh, cool breath benefit, PVM India and Ogilvy have together developed a new campaign for the brand. The campaign builds on a key consumer insight that people often come across unexpected interactions with others which call for a conversation. Handling the same in a confident manner is crucial for making those interactions work. And it is such moments wherein being fresh breath ready will surely come in handy.

     

    The new commercial tells a sweet and enjoyable, everyday story of a young boy, who has an unexpected visitor at the door, a beautiful girl. The girl at the door is looking for someone, who unfortunately doesn’t live there. But the guy decides to tell her so only when he is sure that he is ready to answer in the best possible way – with a mesmerising fresh breath, courtesy Center fresh. The TVC urges the consumer to keep fresh breath handy with “Taazi saans, hamesha rakho paas”.

     

    The new campaign is on air from 14th February 2017 and will air across all major national and regional channels as well as on digital media.

     

    Commenting on the campaign, Anurag Agnihotri, ECD, Ogilvy, Mumbai, said, “The new campaign builds on the platform of ‘Chali hawaa mastaani’ to create a brand story that is not just entertaining, but also delivers the product benefit in a relatable manner.”

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director, Perfetti Van Melle India says “In our consumer interactions with youth, we come across multiple instances of consumers citing the need for being fresh breath ready, anytime & anywhere, as a key to be confident in the interaction. We are confident this relatable new campaign will be enjoyed by the consumers.”

     

  • The commercial will go on air on all major national and regional television channels from 8th July 2016

    Cente fresh urges fans to try its new cola variant

    By A Correspondent

     

    In its quest for constant innovation and further providing consumers with new experiences, Center fresh has rolled out a new flavour ‘Cool Cola’. To highlight the features of this new product, Ogilvy has developed a new campaign that announces the launch of Center fresh Cool Cola flavour in an interesting manner.

     

    The launch commercial takes inspiration from popular audio-visual cues typically associated with cola and announces Center fresh Cool Cola flavour through an interesting twist in the story.

     

    The commercial shows a vendor selling cola in the train, in a very colloquial manner, typical of the sellers in local trains in India. When someone on the train calls out to him for a cola, the seller hands out Center fresh Cool Cola to the passenger, handling it as if it were a real cola bottle. It is here that we discover that he is not selling the soft drink but is actually selling the new Center fresh Cool Cola flavour chewing gum. The amused passenger too plays along.

     

    “The commercial works as a brilliant announcer for Center fresh’s new Cola flavour, doing so in a manner that is engaging and entertaining” says Anurag Agnihotri, Executive Creative Director, Ogilvy.

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director, Marketing, Perfetti Van Melle India says “We have conducted extensive consumer research to bring a new flavour for a refreshing experience, and we are confident that consumers will love this new flavour. The new copy narrates the story in a compelling manner that would surely help generate trials for the new flavour”.

     

    The commercial will go on air on all major national and regional television channels from 8th July 2016.

     

  • PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner

    Center Fresh takes new communication stance in latest campaign

    By A Correspondent

     

    Center Fresh, the liquid-filled chewing gum from Perfetti Van Melle (PVM) enjoys enormous equity with its much loved and rib-tickling advertising campaigns. Its quest for delivering the best mint gum experience has led to the launch of an even fresher Center Fresh – the same great taste, now with a higher level of cooling.

     

    To highlight this innovation and further strengthen ‘freshness’ credentials for the brand, PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner. The new campaign with a tag line ‘Chali hawa mastani’ communicates the product benefit of ‘freshness and coolness’.

     

    The story is set up at a shooting scene for a film, where a crowd has gathered to watch the shooting. A young guy is there to see his favourite actress. At the shoot the actress throws a tantrum as it’s too hot, and the film crew get searching for a fan. Our protagonist uses the situation to his benefit to get close to the actress by presenting himself as a ‘fan’– thanks to his cool fresh breath post chewing Center fresh he poses as a pedestal fan, blows fresh cool air and mesmerizes the actress and wins her attention.

     

    “It’s a big leap. Devising a new brand strategy for Center Fresh means an opportunity to do something completely different. The task was to create eye-grabbing communication that talks of the core product benefit of fresh breath. The new commercial does this very well,” says Anurag Agnihotri, ECD, Ogilvy & Mather, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Controller Marketing, Perfetti Van Melle India says “Center Fresh is the market leader in the Gums category in India. Over the last 2 decades we have built this brand on the back of product innovations and iconic advertising campaigns. With a strong equity and loyal consumer base, the brand is well entrenched in the Indian consumer’s mind. Since the brand is intrinsically synonymous with freshness, our task was clear – establish ‘freshness’ credentials for the brand in a more concrete manner & go beyond ‘taste’ as the core positioning platform. Aligned with this objective is the brand’s new positioning with ‘freshness’ at the core and consequently the new communication campaign.”

     

  • Kolaveri Di and Raanjhana star Dhanush has been signed on as brand ambassador by confectionary-maker Perfetti Van Melle India

    Dhanush is the new face of Center Fresh

    By A Correspondent

     

    Perfetti Van Melle India (PVMI) has signed on singer and actor Dhanush as the new face for its flagship chewing gum brand Center Fresh. Dhanush will feature in the new television commercial of the brand and on all mobile and internet communication. This is Dhanush’s first brand endorsement in the confectionary category.

     

    The Center Fresh brand with its tagline “Zubaan Pe Rakhe Lagaam” has had a series of popular ad campaigns. To further strengthen this equity, Dhanush, has been named as its brand ambassador.

     

    Commenting on the ‘acquisition’, Mandar Keskar, Category Head-Gums, Perfetti Van Melle India, said, “While Dhanush is taking his first steps in Bollywood, in our key markets he is very popular especially among the youth. We are really looking to leverage Dhanush’s equity to help take Center Fresh to the next level.”

     

    Commenting on his endorsement, Dhanush said “It feels great to be associated with Center Fresh which is one of India’s most loved brands. Looking forward to work on some exciting campaigns for the brand”

     

    Abhijit Avasthi, National Creative Director, Ogilvy & Mather - the creative agency that handles Perfetti Van Melle India account, commented: “We are quite excited to work with Dhanush. After Kolaveri Di and now Raanjhana, all eyes are definitely on him. His value addition to the brand will be immense.”

     

    A new TVC for the brand is currently under development and would be released during the later part of the year.