Mumbai: Center fresh launches their new, limited edition Valentine’s Day pack in association with leading online music streaming platform JioSaavn. The brand plays cupid this year to help the youth get their ‘Dil Ki Baat Zubaan Pe’ with a musical twist!
Center fresh has always had youth at the forefront of all its fresh initiatives. This tech savvy generation is looking for products and experiences that are digital first and hyper personalized. Built on this insight, the limited edition Valentine’s Day pack lets people dedicate romantic songs to their loved ones through a distinctive use of technology in partnership with JioSaavn. Priced at Rs 2, the Center fresh Limited edition Valentine’s Day Pack will be available at general trade channels from February 2023.
The limited edition pack comes with a unique QR code. When scanned, it directs users to a microsite where the user can enter details of their likes, dislikes, language, music preferences, relationship status, etc. Based on this input, a truly personalized playlist is rendered from the available 55 million song database on JioSaavan. A text to speech AI tool embedded in the platform also allows users to generate a personalized audio message calling out the sender and receiver names, making it a first of its kind integration in India.
Commenting on the collaboration, actor Rohit Suresh Saraf said, “There is an overdose of mush along with anxiety around Valentine’s Day. Growing up, I am sure all of us, including myself, have faced similar pressures of not being able to summon up the courage to express our emotions just when we needed it the most. I am so glad that there is a brand that is addressing these relatable issues and giving everyone the confidence to bring their dil ki baat zubaan pe.”
Pashmina Roshan, while expressing her excitement over the latest initiative said, “It is exhilarating to be a part of a campaign and a product that is enabling fun and interesting conversations instead of following traditional formats. All of us need a dash of confidence to make the first move without any hesitation, be it a boy or a girl. I am excited to be a part of the campaign.”
Speaking about the new product launch, Perfetti Van Melle India Managing Director Rajesh Ramakrishnan said, “For more than two decades, we have been able to create a strong and distinctive identity for Center Fresh on the back of innovations and clutter breaking communication. The newly launched Valentine’s Day pack is in line with the brand’s continuous strides to remain relevant to today’s youth. We are confident that consumers will enjoy this product innovation and further connect with the brand.”
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