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Ogilvy creates ‘Khaike Paan Centre Fresh Wala’

The new TVC for Center Fresh Paan reaffirms the base brand positioning, while announcing the arrival of the new Paan flavour in a clever way

Sohini Sen | Mumbai | August 5, 2013

Click on the image to watch the TVC.

Center Fresh, the well-known mouth freshning confectionery, has just launched a new Paan flavour in their range.

Perfetti Van Melle India (PVMI) from whose stable Center Fresh comes, is sure that this would be a natural extention for the brand. Paan, also a mouth freshner, has traditionally been very popular in India. By giving it a fresh twist, they have now made it possible for Indians to enjoy Paan in a chewing gum.

Ogilvy & Mather has come out with a humorous campaign to mark the launch. The TVC starts with a son announcing to his father, a clotheswasher or dhobi, that he has just landed a plush government job. Both father and son are proud since now the father would not have to wash clothes. However, while announcing the merits of his new job, the boy accidently spits betel leaf juice and stains his white shirt. The father is enraged and screams at him. He then calms down and gives his son a Center Fresh Paan. The voiceover declares that the product is so tasty that that one would rather chew than talk. The tag line continues with 'Zubaan Pe Rakhe Lagaan'.

ChaitanyaShekar, Group Product Manager, Perfetti Van Melle India, said" Center Fresh and Paan have significant synergies, given their mouth-freshening properties, and it was only a matter of time in getting this logical extension on the brand. We are extremely excited about this new launch and we believe this format will open up new avenues for consumption of Paan in a quick and fun way."

Abhijit Avasthi, NCD, Ogilvy & Mather, Indiapointed out that," We have all come across the not-so-pretty sight of people stuffing paan into their mouths and talking. Half of the time it’s not even clear what they are saying. But they go on, without caring whether the spittle is staining their clothes or flying off from their mouths and landing on the other person’s face. We took this insight and crafted a funny ad that showed the consequences a dhobi’s son has to face due to his talking while chewing paan."

The TVC:



Agency: Ogilvy & Mather Pvt. Ltd.


Abhijit Avasthi, National Creative Director

Anurag Agnihotri, Group Creative Director

Ashish Naik, Senior Creative Director

Saurabh Dikshit, Creative Director

Account Management:

Kapil Arora, President – Branch Head, Ogilvy North

Antara Suri, Vice President - Client Services

Parul Madaan, Account Director

Mithila Manhas, Account Supervisor

Production House Credits

Production House: Soda Films

Rajesh Krishnan, Director

Ameya Dahibavkar, Producer


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