Center Fresh presents a chewy solution to a sticky situation

Center Fresh presents a chewy solution to a sticky situation

Author | Deepshikha Singh | Monday, Jun 23,2008 8:30 AM

Center Fresh presents a chewy solution to a sticky situation

After providing a solution to the ‘foot-in-mouth’ syndrome, Centre Fresh brand from the Perfetti Van Melle India’s stable has come up with a new TVC that shows how it could ‘zubaan pe rakhe lagaam’. The TVC has been conceptualised by O&M and is the brainchild of Abhijit Avasthi, Creative Director, O&M Mumbai. The film has been produced and directed by ad filmmaker Prasoon Pandey of Corcoise Films.

The TVC retains the playfulness and tongue-in-cheek tone without compromising on the integral brand message. Center fresh was associated with something that ‘shuts up mouths’. The earlier film had shown the product as a preventive mechanism to counter somebody’s ‘foot-in-mouth’ tendencies.

Rohit Kapoor, Group Product Manager, Perfetti Van Melle India, said, “The basic message is the tagline – ‘Zubaan Pe Rakhe Lagaam’ – which exhibits that by chewing Center Fresh one is so engrossed in the taste that chewing it shuts the mouth.”

He further said, “Apart from the 360-degree initiative that we are taking, we will also be doing an Internet viral campaign. A first time ever with an in-built game along with the viral and radios spots are also planned. There will also be a special innovation on MTV to further build on the tagline.”

The TVC opens on a young boy visiting his father in a factory. He gives his father a Centre Fresh gum, who readily starts chewing it, with voice over in the background saying, “Yeh hai Center Fresh chewing gum, iske chabaane se zubaan par lagaam lag jaati hai, to aapne iska fayeda uthaya”. The son then presents his report card to his father and happily proclaims that he has failed again. The father quietly and smilingly goes through the report card continuing his chewing. Suddenly he slaps his son. The TVC ends with the VO saying: ‘Centre Fresh sirf zubaan par lagaam lagati hai, haath pe nahi’.

Abhijit Avasthi explained, “The film builds on the proposition of ‘Zubaan pe rakhe lagaam’, which has proved to be immensely popular and successful for us. The story is as quirky has most Perfetti ads are. It seems fairly straightforward in its narration, but has a dramatic twist in the end.”

The age group that Centre Fresh is targeting is quite wide, from 8 years to 24 years in SEC ABC. The TVC broke on June 20 in all entertainment and news channels.

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