Always fresh breath with Center Fresh
Ogilvy & Mather has conceptualised the new campaign built on the brand positioning of 'Chali hawaa mastaani', saying go for any unexpected conversation with confidence
BestMediaInfo Bureau | Mumbai | February 21, 2017
Center Fresh, Perfetti Van Melle India's flagship chewing gum brand, started a journey to establish a 'fresh breath' platform in 2015, with the introduction of a product and a communication campaign with a tagline 'Chali hawaa mastaani'.To further establish the fresh, cool breath benefit, PVM India and Ogilvy & Mather have together developed a new campaign for the brand.
The campaign builds on a key consumer insight that people often come across unexpected interactions with others which call for a conversation. Handling it in a confident manner is crucial for making those interactions work. And it is such moments where being fresh breath ready will surely come in handy.
The new campaign was on air from February 14, 2017, and be shown across all major national and regional channels as well as on digital media.
Anurag Agnihotri, ECD, Ogilvy, Mumbai, said, “The new campaign builds on the platform of 'Chali hawaa mastaani' to create a brand story that is not just entertaining, but also delivers the product benefit in a relatable manner.”
Commenting on the new campaign, Arun Sharma, Associate Category Director, Perfetti Van Melle India, said, “In our consumer interactions with youth, we come across multiple instances of consumers citing the need for being fresh breath ready, anytime and anywhere, as a key to be confident in any interaction. We are confident this relatable new campaign will be enjoyed by the consumers.”
The new commercial tells a sweet everyday story of a young boy, who has an unexpected visitor at the door, a beautiful girl. The girl is looking for someone, who unfortunately doesn't live there. The guy decides to tell her so, only when he is sure that he is ready to answer in the best possible way – with a mesmerising fresh breath, courtesy Center Fresh, that blows her away. The TVC urges the consumer to keep fresh breath handy with 'Taazi saans, hamesha rakho paas'.
The TVC:
Credits:
Client: Perfetti Van Melle, India
Director, Marketing: Rohit Kapoor
Associate Category Director, Marketing: Arun Sharma
Group Product Manager: Anuja Gulati
Product Manager: Kamayani Kansal
Creative Team:
Executive Creative Director: Anurag Agnihotri
Group Creative Director: Shahrukh Irani
Senior Creative Director: Saurabh Dikshit
Creative Director: Saurabh Kulkarni
Production Executive: Vinod Rao
Account Management:
President, Ogilvy Group Companies, North: Kapil Arora
Sr Vice-President: Vishwajeet Rana
Management Supervisor: Saksham Kohli
Group Account Manager: Rashi Jain
Planning:
Vice-President, Planning: Sarabpreet Bedi
Planning Director: Saumya Baijal
Production House:
Production House: Tubelight Films
Director: Prashant Issar
Producer: Kanwal Preet