Center Fresh, the iconic chewing gum brand from Perfetti Van Melle India, has rolled out its latest campaign, “Dimaag Pe Rakhe Lagam”, offering a humorous take on everyday overthinking.

Backed by insights from the India Overthinking Report, developed in partnership with YouGov, the campaign reveals that 81% of Indians spend over three hours a day overthinking. In response, Center Fresh positions itself as a minty intervention – a refreshing moment that brings clarity amidst mental chaos.

The campaign includes two quirky TVCs, portraying relatable situations where people spiral into overthinking – only to be snapped back by a burst of freshness.

“Center Fresh has always stood for freshness,” said Gunjan Khetan, Director – Marketing, Perfetti Van Melle India. “With this campaign, we offer a fresh pause that helps break the cycle of overthinking.”

Nikhil Sharma, Managing Director, added, “This campaign reflects our commitment to cultural relevance. With over 3 million retail touchpoints, we aim to keep consumers engaged with fresh and meaningful storytelling.”

Directed by Nitesh Tiwari and conceptualised by Ogilvy, the campaign blends humor with everyday insights. Tiwari noted, “We wanted to bring the inner chaos of overthinking to life – and show how Center Fresh offers a light, humorous break from it.”

Anurag Agnihotri, Chief Creative Officer – West, Ogilvy India, added, “From reading too much into a deleted message to misreading situations, we’ve captured those funny, relatable overthinking moments. Center Fresh becomes that moment of clarity we all need.”

The campaign runs across TV, digital, and social media, resonating especially with younger, digitally active audiences.