Center fresh has reinterpreted its popular ‘Fresh breath confidence’ positioning and takes it a step further to - “Dil ...
- "The heart wants what it wants and you can say whatever's in your heart with fresh breath confidence by popping in a Center Fresh," says the brand in its recent TVC.
- The campaign is conceptualised by
The storyline of the new TVC showcases two young adults in a classroom where the female protagonist and her friend are trying to find 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 ask 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 acknowledgement from the girl apart from helping her get the keys back. This gum-induced confidence truly breaks the ice and helps him say what he feels out loud - “Dil Ki Baat Zubaan Pe”.
The real impact of the TVC, conceptualised by Ogilvy India is in its execution in a relatable classroom setting for young college-goers and its clear call to action.
Commenting on the new film, Rohit Kapoor - Director Marketing,
This new TVC will be on-air with a high impact TV plan on popular TV channels, followed by amplification on key digital platforms and an Out Of Home (OOH) campaign in key cities across India.”
Anurag Agnihotri, Managing Partner-Creative, (Mumbai) Ogilvy, India 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