erfetti van Melle (PVM) and O&M; - the team that has created whacky, memorable advertising for brands like Alpenliebe (Lage Raho) and Mentos (Dimaag ki batti jala de) - has come up with a new TVC for Center Fresh.

Interestingly, Center Fresh, the mother brand, hasn't had a TVC after its initial launch in 1994, when it was positioned as India's first soft centre chewing gum. Center Shock and its TVC were launched in 2002; 2004 saw a TVC for a Center Fresh variant called Air Action Center Fresh. O&M; also won a Silver (consumer products category) at Effies 2005 for the Air Action Center Fresh TVC. ... more