Center fresh, one of India’s most loved chewing gum brands from the house of Perfetti Van Melle India, has launched a witty and relatable new campaign titled “Dimaag Pe Rakhe Lagaam”, based on a simple yet powerful insight — people tend to overthink even the smallest of things.
The campaign draws inspiration from the Center fresh India Overthinking Report, developed in partnership with YouGov, which revealed that 81% of Indians spend more than three hours daily overthinking. Using this insight, Center fresh positions itself as more than just a chewing gum — it becomes a refreshing pause that brings clarity and presence in a moment of mental chaos.
At the core of the campaign are two humorous TVCs directed by acclaimed filmmaker Nitesh Tiwari and conceptualised by Ogilvy India. The films spotlight everyday situations where overthinking spirals out of control — until a burst of minty freshness from Center fresh helps snap the characters back to reality.
Gunjan Khetan, Director – Marketing, Perfetti Van Melle India, said, “With this campaign, we’re encouraging consumers to take a moment, stay present, and enjoy a fresh perspective when their thoughts start to wander.”
Nikhil Sharma, Managing Director, Perfetti Van Melle India, added, “The campaign marks a new space for Center fresh, reflecting how the brand continues to stay culturally relevant while reaching over 3 million outlets across India.”
The campaign is being rolled out across television, digital platforms, and social media, reinforcing Center fresh as not just a treat for the taste buds, but a go-to refreshment for the mind.