Post Thumb

Center fresh, the gums and mints brand from Perfetti Van Melle India, recently partnered with Nigerian singer Rema during his India Tour organised by ILLE. 

The sponsorship and execution were brought about by Wavemaker India along with conceptualising the fresh take by regional artists, the partnership aimed at building an Indian fan base while reinforcing the brand’s connection with freshness.

During Rema's India Tour, Center Fresh took the centre stage by creating a fresh take on Rema’s song ‘Calm Down’ by Born on Instagram Artists. 

The brand scouted for young talent in the music space and orchestrated a musical flashmob to engage the audience at the concert. 

A beautiful Hindi X Telugu twist was given by the band ‘the9teen’ and a classical melody by singer, Vipasha. 

View this post on Instagram

A post shared by The Nineteen ♪ (@the9teen__)

View this post on Instagram

A post shared by Vipasha (@vipasha.malhotra)

Additionally, an immersive "Center fresh" experience zone was set up at the three-city venue's entry, offering activities such as face painting and a photo booth that thoroughly engaged the crowd. The concert, held on May 12, 2023, at NSIC Stadium in New Delhi, demonstrated the brand's dedication to freshness and supporting new talent. 

"Center Fresh has consistently stayed attuned to youth culture and has tried leveraging pop culture references including music and artists to keep the brand relevant and youthful amongst our target audience. Music has always been a popular form of entertainment and the younger audiences are increasingly getting hinged. Our collaboration with Rema for his India tour is an effort to bring a fresh take on global sensation ‘Calm Down’, delivering to the brand promise to always #KeepItFresh,” stated Gunjan Khetan, Marketing Director at Perfetti Van Melle India.

To amplify the impact further on the campaign, Center Fresh leveraged its social media platforms and integrated visuals to bring the hashtags #KeepitCalm #KeepitFresh to life through their music.