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Center Fresh illustrates ‘endless’ life situations for new long-lasting gum

Created by Ogilvy India, the new TVCs for Center Fresh Endless provide a hilarious take on what happens when simple life situations become endless

BestMediaInfo Bureau | Mumbai | February 27, 2015

Center-Fresh Click on the image to watch the TVC.

Perfetti Van Melle India has launched a variant for its flagship brand, Center Fresh Endless. With its unique blue and white stripes, the new product claims to provide long lasting freshness. Focusing on this aspect, Ogilvy India has come out with new television commercials for the brand, which provide a hilarious take on what happens when simple life situations become endless.

Commenting on the new product’s launch, Nikhil Sharma, Director - Marketing, Perfetti Van Melle India, said, “Long lasting freshness is a very relevant benefit in the gums category. Our R&D developed a product whose freshness lasts longer than the other gums available in the market. We are extremely excited about this new launch and we believe this will open up new avenues for consumption.”

Playing on its unique proposition of long-lasting freshness, the launch campaign features a series of three hilarious commercials with funny situations that seem never ending. From the nervous groom endlessly trying to lift the bride’s ghoonghat to two office colleagues unable to get past each other in a doorway, to the funny sheikh who simply can’t stay steady on the camel’s back – the films symbolise the long lasting proposition offered by the product.

“Some of the simplest situations in life can become very funny if they were to go on and on, seemingly without an end. The fun can be compared to that offered by the gum due to its long-lasting freshness,” remarked Anurag Agnihotri, ECD, Ogilvy India.

Apart from television, the campaign will also be supported on the digital medium, including social platforms.

The TVCs:

First Night:


Camel Mounting: 


Office Doorway: 



Client: Perfetti Van Melle

Agency: Ogilvy & Mather Advertising, Gurgaon


National Creative Directors: Abhijit Avasthi, Rajiv Rao

Executive Creative Director: Anurag Agnihotri

Creative Director: Saurabh Kulkarni

Creative: Sofia Ashraf, Divya Kataria, Nimisha Kalipurayath, Shrikant Trivedi

Account Management:

Kapil Arora, President – Branch Head, Ogilvy North

Vishwajeet Rana, Senior Vice President – Account Management

Management Supervisor: Parul Madaan

Account Supervisor: Ankita Singh

Production House: QED films

Director: Imran Khan

Producer: Supratik Dutta

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