Center fresh urges consumers to be always fresh breath ready

by Shrutee K/DNS

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”.

Perfetti Van Melle, India: 

Rohit Kapoor – Director-Marketing

Arun Sharma – Associate Category Director - Marketing

Anuja Gulati – Group Product Manager

Kamayani Kansal – Product Manager

Agency Credits: 

Creative:

Anurag Agnihotri – Executive Creative Director

Shahrukh Irani – Group Creative Director

Saurabh Dikshit – Senior Creative Director

Saurabh Kulkarni – Creative Director

Vinod Rao – Production executive

Account Management:

Kapil Arora - President, Ogilvy Group companies-North 

Vishwajeet Rana - Sr. Vice President 

Saksham Kohli – Management Supervisor

Rashi Jain – Group Account Manager

Planning:

Sarabpreet Bedi – Vice President - Planning

Saumya Baijal – Planning Director

Production House:

Production House – Tubelight Films

Director – Prashant Issar

Producer – Kanwal Preet 

Link to TVC : https://www.youtube.com/watch?v=HWHhzMf_MJw