Center fresh, the flagship gum and mints brand of Perfetti Van Melle India, has roped in Bollywood actor Varun Dhawan as its new brand ambassador.
Capitalising on his signature charm and confidence, the brand has launched a new ad campaign to inspire young individuals to embrace a forward-looking attitude and overcome life’s small everyday setbacks with a new perspective.
Conceptualised by Ogilvy India, the new TVC featuring Dhawan showcases how a boost of freshness with Center fresh can make a significant difference in one’s outlook on life and captures the essence of moving forward with a positive spirit, striking a chord with Gen Z audiences.
With its uplifting message and humorous tone, the ad campaign titled ‘Aage Badh’ has been launched across television, digital, and social media platforms, and is designed to resonate with young audiences who embrace the mantra of moving forward despite daily setbacks.
Link to ad campaign-
Commenting on the development, Dhawan said, “I’m proud to be a part of the Center fresh family and their new campaign, Aage Badh. As someone who’s always on the go, I know how moving on from small, daily setbacks with a fresh perspective can turn my day around – whether I’m on set, at a shoot, or just living life to the fullest. It always helps to just pop a Center fresh and ‘Aage Badh’! This, for sure, is going to be my mantra going forward.”
To this, Nikhil Sharma, Managing Director, Perfetti Van Melle India, said, “With a presence in close to 3 million outlets today, the Center fresh brand has retained its appeal to consumers over the years by being relevant and consistently refreshing its communication. We are thrilled to be partnering with Varun Dhawan for our current campaign. He delivers a sparkling performance in the TVC nicely conceived by Ogilvy and is born out of strong insight.”
Furthermore, Gunjan Khetan, Marketing Director, Perfetti Van Melle India, also commented, “Center fresh has always prioritized connecting with the younger generation, and our latest TVC with Varun Dhawan exemplifies our commitment to providing a fresh perspective and moving forward in life. Dhawan’s ability to connect with diverse audiences, particularly the youth, infuses Center fresh with a new energy that will resonate strongly with our fans.”
Sharing the agency’s pov on the same, Anurag Agnihotri, Creative Director, Ogilvy India, also said, “Our message here is simple – Life’s challenges are just opportunities in disguise. Take a moment to pause, refresh, and reboot – then tackle them head-on with a clear mind and a positive attitude. Embrace the chance to grow, learn, and move forward. Simply Aage Badh Ja.”
