First meetings are always special. And in such moments wherein being fresh breath ready will surely come in handy and boost confidence. Thanks to Center Fresh!
The new campaign builds on the magic of first meetings to create a brand story that’s not just sweet and entertaining. But also delivers the product benefit in a relatable manner. Does the film have a touch of Bollywood romance?
Center fresh has collaborated in a first-of-its-kind partnership with Dharma 2.0, the arm of Dharma productions focused on creating ad films. The digital film ‘Parda’ explores the magic of boy-girl first meetings with the world of Center fresh’s fresh breath confidence but with a Dharma twist.
Center fresh has collaborated with Dharma 2.0 for a series of two digital films. This collaboration brings to the fore a unique treatment to digital films by leveraging the strength of a leading production house like Dharma.
The campaign collaboration has been facilitated by Wavemaker India, with support on the creative front from Ogilvy India.
The first digital film, titled “Parda”, in the series stars Anjali Sivaraman with popular actor and dancer, Shantanu Maheshwari, in leading roles.
The storyline of this digital film revolves around the morning office-going ritual of two individuals with the female lead keen to break the ice and engage in a conversation with her fellow passenger in the lift.
Rohit Kapoor – Director Marketing, Perfetti Van Melle, India, said, “Pushing the envelope on the creative front with fresh breath confidence at the core is part of Center fresh’s DNA. Over the last few years, we have been putting out digital content across key digital platforms to engage with our core consumers on a medium relevant for them. Our collaboration with Dharma 2.0. is to marry the magic of boy-girl first meetings with the world of Center fresh’s fresh breath confidence and thereby create something unique for our young consumers to enjoy and retain the ‘freshness’ the brand offers.”
Karan Johar said, “I am very excited to partner with Center Fresh for this latest initiative. Both Dharma and the brand Center fresh are known for their youth-focused appeal and initiatives and this collaboration further solidifies these very sensibilities. My goal has been to add the extra oomph of the unexpected, to this modern-day rendition of the plot. I look forward to our audience enjoying a little bit of the trademark Dharma moment with Center fresh.”
Punit Malhotra – Director Dharma 2.0, said, “Dharma 2.0 intends to bring the same level of aesthetic quality and signature professionalism of the movie production business, and holds a competitive edge over other established players in its space just like Center fresh stands out loud in the confectionery sector. This 25+ years old brand is a flawless match for Dharma 2.0 as its core proposition of Fresh breath confidence is exactly what Dharma production depicts through its romantic movies. We are delighted to be associated with Center fresh, and connecting with the young audience of the brand.”
Talking about the campaign, Karthik Nagarajan, Chief Content Officer, Wavemaker India said, “Center fresh with its fresh approach to creative communication has always associated with youth through its innovative campaigns. With this campaign, we have successfully established the connection of two young brands who share the same DNA and are poised to offer fresh content to the youth.”