Center fresh has rolled out a campaign titled 'dil ki baat zubaan pe' (matters of the heart on the tip of your tongue), to reiterate its brand positioning of 'fresh breath confidence’.
Conceptualised by Ogilvy, the film showcases the brand as an enabler of confidence to help speak your heart out.
The film features two college students in the classroom. The film's storyline showcases how the female protagonist and her friend are trying to find the key to her bike. The male protagonist happens to see it lying on the floor but is hesitant to speak out because of his feelings for her. At this moment, chewing Center fresh not only helps him muster up the confidence to approach her with the missing key, but also ask her to spend the history class next to him in a truly unexpected and charming gesture. This sweet gesture helps the male lead get a positive acknowledgement from the girl, apart from helping her find her key.
Rohit Kapoor, director marketing, Perfetti Van Melle, India, said, “Center fresh has consistently emerged as India’s most trusted brand in the confectionery segment. Consumer love and adulation for the brand has helped it emerge from the challenges posed by the pandemic and reduced out-of-home consumption occasions of the last two years. Center fresh hence has started the year with a strong sales performance, and we felt it was only appropriate to go one step further on our positioning with a new tagline and theme communication. This ad spot duly brings alive a new tagline: Dil ki baat zubaan pe."
Anurag Agnihotri, managing partner-creative, (Mumbai) Ogilvy, India, said, "How does a Gen-Z boy strike a conversation with a Gen-Z girl in a classroom where the session is about to start? How about, 'Will you spend the History class with me?' That’s what the new Center fresh TVC is all about, of course with a twist and deeply rooted in reality. Firmly connected to the youngest of us, giving them the confidence to say it as they feel it. In other words staying true to the new tagline."
