Dhanush is the new face of Center Fresh

A new TVC for the brand is currently under development by Ogilvy & Mather and would be released during the later part of the year

BestMediaInfo Bureau | Delhi | August 1, 2013

Perfetti Van Melle India (PVMI) has signed 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 in all mobile and internet communication. This is Dhanush's first brand endorsement in the confectionary category.

Center Fresh has been positioned as a product so tasty that one would rather chew than talk. The famous tagline 'Zubaan Pe Rakhe Lagaam' aptly conveys this. Over the years, with a series of very successful advertising campaigns, the brand has been able to strengthen this positioning in the minds of consumers.

Dhanush, a man of few words, has come as a breath of fresh air in the industry. Be it the international attention he received with Kolaveri Di or to his sensitive performance in Ranjhanna, he perfectly embodies the Center Fresh spirit at the core of which is freshness, making him a natural fit.

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”

AbhijitAvasthi, National Creative Director, Ogilvy & Mather, the creative agency that handles the 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.

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