MUMBAI: 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.

Commenting on Dhanush’s association with the brand, Perfetti Van Melle India category head-gums Mandar Keskar 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”

Ogilvy & Mather national creative director Abhijit Avasthi - 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.