Center fresh creates magic for two college students during their first encounter

Center fresh has rolled out a campaign titled ‘jadoo’ (magic) to showcase the possibilities that can transpire during first encounters. 

Conceptualised by Wavemaker and Ogilvy, the film produced by Dharma Productions showcases two protagonists who meet during their initial days in college and depicts how their relationship progresses. 

The film opens up in a college classroom setting, with a boy feeling bored during an economics class. The boy wishes there was some jadoo to take the boredom away. As soon as he expresses this desire, a girl walks in and sits next to him. The girl is rummaging through her bag to find a book. The boy pops a Center fresh gum in his mouth and gets the confidence to speak to the girl. Both protagonists start communicating through comic strips. The film goes on to show how their relationship strengthens and how they end up skipping their classes. The film reveals that the girl had mistakenly stepped into the economics class and is a fine arts student. After receiving a stern complaint from her teacher on campus about her attendance, she starts attending her fine arts classes. The girl thinks the love story bubble between the boy and her has burst. However, the boy ends up signing up for fine arts classes to be closer to the girl.  

Rajesh Ramakrishnan, managing director, Perfetti Van Melle India (PVMI), said, “Center fresh has always had a finger on the pulse of the youth, and we are always looking to showcase a slice of their life in our brand communication. With Jadoo, and the association with Dharma 2.0 we aim to give them a peek into relatable moments from their college life but with the Center fresh magic at the heart of the narrative.”

Karthik Nagarajan, chief content officer, Wavemaker India and head – branded content, Group M India, said, “Dharma is known for cult classics that define the youth culture. The synergies with Center fresh are extremely organic. I am confident that the second film Jadoo’will strike the same chord as our first work parda’did.” 

Punit Malhotra, director, Dharma 2.0, said, “Dharma 2.0 is committed to striking a chord with the enthusiastic Indian youth. One of the many occasions that they relate to is those first few days of college which are always special. It was a great experience working with the Center fresh team as they know the pulse of their audience, appreciate good storytelling, and never shy away from bringing in fresh perspectives to keep up with the times.”