Dhanush is the new face of Center Fresh

01 Aug,2013

By A Correspondent


Perfetti Van Melle India (PVMI) has signed on singer and actor Dhanush as the new face for its flagship chewing gum brand Center Fresh. Dhanush will feature in the new television commercial of the brand and on all mobile and internet communication. This is Dhanush’s first brand endorsement in the confectionary category.


The Center Fresh brand with its tagline “Zubaan Pe Rakhe Lagaam” has had a series of popular ad campaigns. To further strengthen this equity, Dhanush, has been named as its brand ambassador.


Commenting on the ‘acquisition’, Mandar Keskar, Category Head-Gums, Perfetti Van Melle India, said, “While Dhanush is taking his first steps in Bollywood, in our key markets he is very popular especially among the youth. We are really looking to leverage Dhanush’s equity to help take Center Fresh to the next level.”


Commenting on his endorsement, Dhanush said “It feels great to be associated with Center Fresh which is one of India’s most loved brands. Looking forward to work on some exciting campaigns for the brand”


Abhijit Avasthi, National Creative Director, Ogilvy & Mather - the creative agency that handles Perfetti Van Melle India account, commented: “We are quite excited to work with Dhanush. After Kolaveri Di and now Raanjhana, all eyes are definitely on him. His value addition to the brand will be immense.”


A new TVC for the brand is currently under development and would be released during the later part of the year.


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