Mumbai: Chewing gum and mint brand Center Fresh has refreshed its core communication of ‘fresh breath confidence’ to something that’s more in sync with changing times. The brand has launched its latest TVC to showcase its new positioning – ‘Dil Ki Baat Zubaan Pe’.
Known for always having the youth at the center of its communication, the new TVC also sticks to the same approach and showcases the brand as an enabler of confidence to help speak your heart out.
The storyline of the new TVC showcases two young adults in a classroom where the female protagonist and her friend are trying to find the keys of 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, Center fresh gum consumption not only helps him gather the confidence to approach her with the missing keys but also asks her to spend the history class next to him in a truly unexpected & charming gesture. This sweet gesture helps the male lead get a positive acknowledgment from the girl apart from helping her get the keys back, and helps him say what he feels out loud – “Dil Ki Baat Zubaan Pe”.
Perfetti Van Melle India director-marketing Rohit Kapoor said, “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 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 tag-line and theme communication. This ad spot duly brings alive a new tagline “Dil ki Baat Zubaan Pe”
Conceptualised by Ogilvy India, the new TVC will be on-air across various TV channels, followed by amplification on key digital platforms and an Out Of Home (OOH) campaign in key cities across India, announced the brand.
Ogilvy India managing partner – creative (Mumbai) Anurag Agnihotri 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 & 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 tag-line, ‘Dil ki baat zubaan pe.’
