New Delhi: 2019 marks the 25th anniversary of Perfetti Van Melle India as well as one of its leading brand, Center fresh, India’s most-loved chewing gum. The brand will be airing a new TV campaign to celebrate this occasion.Staying true to its core of Fresh Breath Confidence, the TVC beautifully captures the occasion of first meeting of a couple in college, when being Fresh breath ready makes the moment that much more special.
Through the TVC, the brand is also inviting consumers to celebrate this milestone, with the launch of a limited period mega promotion which gives the mobile savvy youth of today a chance to win 25 smartphones every day.
Speaking on the occasion, Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India said, “This is a landmark year for the brand. Today Center fresh is one of the leading confectionery brands in the country – a testimony to the love and support that we have received over the last 25 years.”
Commenting on the milestone and the launch, Rohit Kapoor, Director – Marketing, Perfetti Van Melle India said, “We look back on these 25 years with a lot of pride and it is a huge privilege to commemorate this special achievement. We thank all our consumers and our teams who have supported us over the years and invite everyone to continue to be with us on the journey ahead. Centerfresh packs shall carry 25-yearspecial insignia to inform the consumer and new communication campaign shall be supported extensively on TV and Digital medium”.
Commenting on the campaign, Anurag Agnihotri, Executive Creative Director, Ogilvy, said, “Center fresh is now a 25 years young brand and the celebrations are in orderand we are taking this opportunity to engage with the consumer. In our communication, we simply celebrate a timeless, universal and relatable moment of how a boy and a girl meet for the very first time.”
Centerfresh, one of the power brands of Perfetti van Melle India has won the love and trust of the consumers, and has become synonymous with chewing gums and fresh breath confidence. The brand gained popularity for its clutter breaking advertising campaigns and memorable taglines. Recently the brand was extended into the Mint candy space in a pocket friendly stylish dispenser at Rs 10. Some more exciting new products are expected to be rolled out under the brand this year.