New Delhi, July 31, 2013: Perfetti Van Melle India (PVMI), the market leader in confectionery, 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 in all mobile & internet communication. This is Dhanush’s first brand endorsement in the confectionary category.
The Center Fresh brand from Perfetti Van Melle India has been positioned as a product so tasty that one would rather chew than talk. The famous tagline: “Zubaan Pe Rakhe Lagaam”, aptly conveys this. Over the years, with a series of very successful advertising campaigns, the brand has been able to strengthen this positioning in the minds of consumers.
To further strengthen this equity, Dhanush, has been named as its brand ambassador. Dhanush, a man of few words has come as a breath of fresh air in the industry. Be it the international attention he received with Kolaveri Di or to his sensitive performance in Ranjhanna, he perfectly embodies the Center Fresh spirit at the core of which is Freshness- thus making him a natural fit.