Center fresh and Dharma reveal an ice breaker tending to the Covid climate

Center fresh has rolled out a campaign titled 'Parda' (Curtain).

The film is in association with Dharma Productions and has been facilitated by Wavemaker India. The collaboration was announced by the owner of Dharma Productions, filmmaker Karan Johar on Instagram.

It features actress Anjali Sivaraman and dancer Shantanu Maheshwari. 

Conceptualised by Wavemaker and Ogilvy, the film aims to promote the brand's proposition of fresh breath confidence in a Bollywood Esque narrative by appealing to the youth navigating the pandemic environment. It revolves around two protagonists during their office-going ritual. The female lead is shown eager to break the ice and engage in a chat with her fellow passenger in the elevator. However, through masks which is a Covid protocol, she is unable to strike a conversation or show any inclination that she wants to build a rapport. The film ends with her building up the confidence she needs through Center fresh and showcasing a portrait she illustrated of the male lead. 

Rohit Kapoor, director marketing, Perfetti Van Melle, India, said, “Pushing the envelope on the creative front with fresh breath confidence at the core is part of Center fresh’s DNA. Over the last few years, we have been putting out digital content across key digital platforms to engage with our core consumers on a medium relevant for them. Our collaboration with Dharma 2.0. is to marry the magic of boy-girl first meetings with the world of fresh breath confidence and thereby create something unique for our young consumers to enjoy and retain the freshness the brand offers.”

Punit Malhotra – director, Dharma 2.0, added, “We intend to bring the same level of aesthetic quality and signature professionalism of the movie production business. This 25 plus-year-old brand is a flawless match for Dharma 2.0 as its core proposition of fresh breath confidence is exactly what Dharma production depicts through its romantic movies. We are delighted to be associated with Center fresh, and connecting with the young audience of the brand.”

Karthik Nagarajan, chief content officer, Wavemaker India, said, “Center fresh with its fresh approach to creative communication has always associated with youth through its innovative campaigns. With this campaign, we have successfully established the connection of two young brands who share the same DNA and are poised to offer fresh content to the youth."