Center Fresh has positioned itself as the ultimate solution for fresh breath through its hilarious and creative ad campaigns over the years.
But in their latest commercial, the team’s creativity seems to have gone south.
The ad, announcing Varun Dhawan as Center Fresh’s new brand ambassador, attempts to tap into Gen Z’s mindset of ‘moving on from everything’. The execution, though, seems lazy.
The script barely scratches the surface, leaving plenty of missed opportunities. With a tagline that reads ‘Aage Badh Ja’, there’s so much potential for hilarious scenarios. The writing is rushed—like the copywriter couldn’t wait to move on to the next project.
In the 35-second commercial, there is no room to hide. It has basic cinematography, regular acting, and no new product — the commercial is, in all sense, riding on the script that has turned out to be a disaster.
The video opens with Dhawan pleading for mercy from his girlfriend, who shuts the door on his face. In the next scene, he is seen popping a Center Fresh, following which he once again for mercy. This time, she opens the door. But instead of apologising, Dhawan says, “Main apna charger bhool gaya tha (I forgot my charger).”
As Dhawan walks away with his charger, a voiceover in the background says: “Center Fresh kha aur aage badh ja (Eat Center Fresh and move on).”
Released a month ago, the clip has clocked over 2.7 million views on YouTube. On Instagram, the brand posted the video in a collaborative post with the actor.
The decision worked wonders as the reel has clocked over 101 million views and hundreds of comments.
While fans are crushing over Dhawan’s cute antics and his collaboration with their childhood favourite brand — it is difficult to overlook the below-average effort on the script.
That the creative team at Center Fresh and Ogilvy India has come up with this lacklustre ad is difficult to digest.
A strong track record
Over the years, Center Fresh has maintained a strong track record in the Indian advertising industry.
The brand’s communication was always witty.
Center Fresh entered India in 1994 and right away tapped into the cricket craze. In the 1996 Cricket World Cup, Center Fresh was the official chewing gum of the Indian cricket team.
Today, the brand holds a 31 per cent market share in the Indian chewing gum market. It has managed to carve out its niche by consistently innovating its products and deploying clever marketing strategies that appeal to the Indian consumer.
One of the brand’s most iconic efforts was the ‘Zubaan Pe Rakhe Lagaam’ campaign launched in the early 2000s.
This clever campaign showcased how the gum’s intense freshness could prevent people from speaking out of turn. The humorous scenarios — from a son failing in the exam to a watchman attempting to rob a bank — presented in these ads struck a chord with viewers, making the tagline synonymous with the brand and enhancing recall.
In 2022, Center Fresh introduced the ‘Dil Ki Baat Zubaan Pe’ campaign, which encouraged young people to embrace positivity and change. Additionally, the ‘Stay Fresh Behind the Mask’ initiative during the Covid-19 pandemic reminded consumers to wear masks while ensuring fresh breath.
Center Fresh’s advertising journey shows its ability to innovate and remain relevant.
By consistently upholding its core value of freshness and evolving to meet consumer demands, the brand has firmly established itself as a leader in the chewing gum sector.
As the Indian market landscape continues to change, Center Fresh’s ability to connect with consumers has played a key role in its ongoing success.
Now, with the ‘Aage Badh Ja’ campaign, it’s hard to believe that a brand once known for its spot-on humor has delivered something so subpar. Fans expected much more.
Brand: Center Fresh
Agency: Ogilvy India