Center Fresh, the popular chewing gum brand from Perfetti Van Melle India, has launched a witty new campaign titled ‘Dimaag Pe Rakhe Lagam’, created by Ogilvy and directed by acclaimed filmmaker Nitesh Tiwari. The campaign humorously explores the everyday phenomenon of overthinking, positioning Center Fresh as a refreshing pause that brings clarity.
Rooted in insights from the “India Overthinking Report” conducted with YouGov-where 81% of respondents admitted to spending over three hours daily overthinking-the campaign presents two quirky TVCs that reflect relatable, light-hearted moments when the mind spirals into unnecessary worry.
Gunjan Khetan, Director – Marketing, Perfetti Van Melle India, said, “Center Fresh has always stood for freshness. With this campaign, we highlight how a simple burst of minty freshness can break the loop of overthinking and help people stay present.”
Nikhil Sharma, Managing Director, Perfetti Van Melle India, added, “With a reach of over 3 million outlets across India, Center Fresh remains deeply connected with cultural trends. The new campaign strengthens that bond with consumers through relatable storytelling.”
Director Nitesh Tiwari shared his creative approach, stating, “The fun lay in visualising the chaos of overthinking-keeping it light and relatable, yet impactful.”
Anurag Agnihotri, Chief Creative Officer – West, Ogilvy India, added, “From deleted messages to awkward cash exchanges, the campaign highlights the absurdity of overthinking. Center Fresh becomes the refreshing nudge we all need.”
The campaign is rolling out across TV, digital, and social platforms nationwide.
