Center fresh, the flagship brand of Perfetti Van Melle India, has been synonymous for enabling social confidence through fresh breath over the years. Center fresh mints extended the brand into the mint candy segment and has been successful in further enhancing the stylish imagery for the brand.

With this campaign, the brand is encouraging the youth to be more social and not let physical isolation turn into social isolation. The campaign #KeepItFresh encourages them to connect with someone and bring back that feeling that makes you feel warm and great about life, inspite of everything.

Conceptualized by Perfetti Van Melle India & Ogilvy India, the digital film showcases the fact that connections forged virtually can be equally rewarding, uplifting and joyous. Through this virtual journey Center fresh mints enables one to be confident as one still needs to at his/her best self for that  key video call or an online party of friends.

This digital-only film will be promoted on key social media platforms like Youtube, Facebook and Instagram.

The campaign will also involve an online contest asking brand followers to share their lockdown romance stories be it long-distance video calling, sending gifts to each other, cooking together, sharing virtual love notes, or better still, just cute and funny memes! The brand also plans to rope in popular social media influencers to tell us how they’re ‘Keeping it Fresh’, and further drive engagement.

Talking about the campaign, Rohit Kapoor, Director Marketing (India), Perfetti Van Melle said, "In a scenario where meeting others has been limited by the current pandemic, we wanted to find the right conversation that can help build consideration for Center fresh mints  in the new normal. How do we keep the habit of mint going? In an endearing way, our campaign encourages the youth to stay social, by bringing alive the value and comfort of connecting with someone special, even if it’s the other side of the screen. Center fresh mints form a seamless part of this story aiding the protagonists to appear as their best and confident self for all their virtual meetings”

Saurabh Kulkarni and Shahrukh Irani, Group Creative Directors, Ogilvy Mumbai added, "In these times where physical meetings are not possible, what we have tried to capture is making the wait more enjoyable. Although away from each other, the couple goes through the phases we all are familiar with, first meeting, the heady days of getting to know each other. And yet they find fresh ways to keep the journey as interesting. The performances, the visuals and music of this film will bring back that warm, fuzzy feeling."