Campaign India Team
Feb 27, 2015

Center Fresh communicates 'endless' freshness with innovation

Watch the ad film conceptualised by Ogilvy and Mather here

wide player in 16:9 format. Used on article page for Campaign.
Perfetti Van Melle has rolled out Center Fresh Endless, an innovation of its flagship chewing gum brand, Center Fresh. To communicate this, three TVCs conceptualised by Ogilvy & Mather are currently on-air.
One film shows an Arab trying to get onto a camel in a desert. Each time he tries sitting, he falls off the animal. This situation keeps repeating itself. The voice over says, 'Yeh Mazaa chalta hi rahega, jaise naya Center Fresh Endless' (This bit of fun will continue, just like the freshness in the new Center Fresh.)

Similarly, the second film shows a groom trying to lift his wife's ghoonghat (veil). Each time he flicks it, his hair falls upon his eyes. 
The third film shows colleagues passing each other in an office doorway. They both try making way for each other, but end up blocking the way instead. 
Nikhil Sharma, director marketing, Perfetti Van Melle, 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.”
Anurag Agnihotri, ECD, O&M Advertising Gurgaon, added, “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."
Along with the TVCs, the campaign will also be running on digital and social.
Agency:  Ogilvy & Mather Advertising Gurgaon
Client:  Perfetti Van Melle
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
President – branch dead, Ogilvy North: Kapil Arora 
Sr. vice president – account management: Vishwajeet Rana, 
Management supervisor: Parul Madaan
Account supervisor: Ankita Singh 
Production house: QED films
Director: Imran Khan
Producer: Supratik Dutta
Campaign India