Perfetti Van Melle has rolled out a film for Center Fresh which shows a couple fall in love during the 'social sabbatical'.
Through this film, conceptualised by Ogilvy, Center Fresh wants the youth to be more social and not let physical isolation turn into social isolation. It features actors Vedika Pinto and Rohit Saraf. Their relationship starts after they are part of the same virtual class. During the course of their journey they find various ways to ‘keep it fresh’ through their virtual interactions and Center Fresh mints enables them to be confident.
Rohit Kapoor, director marketing (India), Perfetti Van Melle, said, "In a scenario where meeting others has been limited by the current pandemic, we wanted to find the right conversation that can help build consideration for Center fresh mints in the new normal. How do we keep the habit of mint going? In an endearing way, our campaign encourages the youth to stay social, by bringing alive the value and comfort of connecting with someone special, even if it’s the other side of the screen. Center fresh mints form a seamless part of this story aiding the protagonists to appear as their best and confident self for all their virtual meetings”
Saurabh Kulkarni and Shahrukh Irani, group creative directors, Ogilvy Mumbai, added, "In these times where physical meetings are not possible, what we have tried to capture is making the wait more enjoyable. Although away from each other, the couple goes through the phases we all are familiar with, first meeting, the heady days of getting to know each other. And yet they find fresh ways to keep the journey as interesting. The performances, the visuals and music of this film will bring back that warm, fuzzy feeling."
Client: Perfetti Van Melle India
Creative agency: Ogilvy
Chief creative officers, India: Kainaz Karmakar, Harshad Rajadhyaksha and Sukesh Nayak
Creative team: Anurag Agnihotri, Saurabh Kulkarni and Shahrukh Irani
Brand planning: Vandana Nath
Account management team: Amarinder Butalia, Aditi Sobti, Suraj Dikonda and Tripti Mandal
Production house: Jugaad Motion Pictures
Director: Dar Gai
Producer: Pranit Sahni