Center fresh has rolled out a campaign featuring actors Rohit Saraf and Aalaya F to highlight the conundrums in modern dating and how the brand can bring a fresh change to the dating experience.
Conceptualised by Wavemaker India, with support on the creative front from Ogilvy India, the film highlights the scenario of two individuals who are about to go on their first date. The film showcases Saraf and Aalaya in a stream-of-consciousness style narrative. It depicts Alaya and Saraf going through the typical thought cycle of what happens after meeting an admirable boy or girl. The duo untangles the anxiousness of the whens, hows and whatnots that eventually takes the fun out of the dating experience. The film ends with Center Fresh as the enabler of confidence for a fresh and authentic approach to dating that is not tainted by the typical rules of dating.
Rajesh Ramakrishnan, managing director - Perfetti Van Melle India (PVMI), said “Center Fresh has been synonymous with ‘freshness’ at its core for almost three decades. The brand has pivoted on fresh breath confidence with contextual snippets and narratives that are relatable and resonate with the youth. This Fresh Breath Day, our endeavour is to bring the magic of first meetings and have a fresh take on stereotypical and classical rules that cloud the youth. We’re happy to onboard Alaya and Rohit as they truly represent the youth of today: confident, non-conformist, spontaneous, and strongly resonate with the brand personality.”
The campaign will be further amplified through YouTube and other social media promotions.
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