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Always fresh breath with Center Fresh

Ogilvy & Mather has conceptualised the new campaign built on the brand positioning of ‘Chali hawaa mastaani’, saying go for any unexpected conversation with confidence

BestMediaInfo Bureau | Mumbai | February 21, 2017

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

Center Fresh, Perfetti Van Melle India’s flagship chewing gum brand, started a journey to establish a ‘fresh breath’ platform in 2015, with the introduction of a product and a communication campaign with a tagline ‘Chali hawaa mastaani’.To further establish the fresh, cool breath benefit, PVM India and Ogilvy & Mather 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 it in a confident manner is crucial for making those interactions work. And it is such moments where being fresh breath ready will surely come in handy.

The new campaign was on air from February 14, 2017, and be shown across all major national and regional channels as well as on digital media.

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, said, “In our consumer interactions with youth, we come across multiple instances of consumers citing the need for being fresh breath ready, anytime and anywhere, as a key to be confident in any interaction. We are confident this relatable new campaign will be enjoyed by the consumers.”

The new commercial tells a sweet everyday story of a young boy, who has an unexpected visitor at the door, a beautiful girl. The girl is looking for someone, who unfortunately doesn’t live there. 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, that blows her away. The TVC urges the consumer to keep fresh breath handy with ‘Taazi saans, hamesha rakho paas’.

The TVC:



Client: Perfetti Van Melle, India

Director, Marketing: Rohit Kapoor

Associate Category Director, Marketing: Arun Sharma

Group Product Manager: Anuja Gulati

Product Manager: Kamayani Kansal

Creative Team:

Executive Creative Director: Anurag Agnihotri

Group Creative Director: Shahrukh Irani

Senior Creative Director: Saurabh Dikshit

Creative Director: Saurabh Kulkarni

Production Executive: Vinod Rao

Account Management:

President, Ogilvy Group Companies, North: Kapil Arora

Sr Vice-President: Vishwajeet Rana

Management Supervisor: Saksham Kohli

Group Account Manager: Rashi Jain


Vice-President, Planning: Sarabpreet Bedi

Planning Director: Saumya Baijal

Production House:

Production House: Tubelight Films

Director: Prashant Issar

Producer: Kanwal Preet

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