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Center Fresh Endless for new long lasting gum

Harsha Masand | February, 27 2015

Ogilvy India has come out with new television commercials for the brand, which provide a hilarious take on what happens when simple life situations become endless.Perfetti Van Melle India has launched a variant for its flagship brand, Center Fresh Endless.

Playing on its unique proposition of long-lasting freshness, the launch campaign features a series of three hilarious commercials with funny situations that seem never ending. From the nervous groom endlessly trying to lift the bride’s ghoonghat to two office colleagues unable to get past each other in a doorway, to the funny sheikh who simply can’t stay steady on the camel’s back – the films symbolise the long lasting proposition offered by the product.

Commenting on the new product’s launch, Nikhil Sharma, Director – Marketing, Perfetti Van Melle India, said, “Long lasting freshness is a very relevant benefit in the gums category. Our R&D developed a product whose freshness lasts longer than the other gums available in the market. We are extremely excited about this new launch and we believe this will open up new avenues for consumption.”

Apart from television, the campaign will also be supported on the digital medium, including social platforms.

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