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Center fresh reminds people to ‘Stay fresh behind the mask’

The brand signed Aisha Ahmed and Vikrant Massey to create awareness about the campaign. Taking the initiative forward, the brand curated ‘Freshness Kits’ that were distributed to frontliners to thank them for their work to keep us safe

Center fresh from Perfetti Van Melle India is synonymous for its fresh breath promise. In the ‘new normal’ followed by opening up of several workplaces, people are now spending more time behind masks for their own safety and others around them. This prolonged usage of mask makes the consumption of a Center fresh mint or gum more relevant so as to stay fresh behind the mask during long hours at work.

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To further create awareness, the brand signed social media influencers Aisha Ahmed and Vikrant Massey. The message from both influencers stressed the importance of essentials while stepping out with a Center fresh gum or mint pack to keep themselves refreshed during the day. The ‘Stay fresh behind the mask’ initiative was popularised through a digital media campaign on the social media handles of the brand.

Taking this initiative forward, the brand curated ‘Freshness Kits’ that were distributed to doctors, nurses, policemen and many others in the front lines to thank them for their work to keep all of us safe.  This endeavour was to add a bit of Center fresh’s long-lasting freshness to their challenging and gruelling work days.


Being sensitive to the fact that they need to be fresh and agile for extended hours, the brand’s freshness kits contain items that refresh them and allow them to ‘Stay fresh behind the mask’. These signature kits comprised a mask, wet wipes, sanitiser, Center fresh Mints and Center fresh 3-layer Gum.

Rohit Kapoor, Director Marketing of Perfetti Van Melle India, said, “The ‘Stay fresh behind the mask’ initiative is to let people be their best self as they step out of lockdown and wear mask for long hours. This initiative provided us an opportunity to express our gratitude for frontliners who continue to have demanding work schedule while wearing masks to protect the lives of millions of people.”

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