Perfetti Van Melle India’s Center Fresh has rolled out a new campaign inspired by its India Overthinking Report with YouGov, revealing that 81% of people spend over three hours a day overthinking. The two quirky TVCs, directed by Nitesh Tiwari and created by Ogilvy, humorously depict everyday overthinking spirals—showing Center Fresh as a refreshing pause that brings clarity and calm.
Marketing Director Gunjan Khetan said the brand aims to help consumers break the cycle of overthinking with its “minty burst of freshness,” while MD Nikhil Sharma noted the campaign’s cultural relevance for a brand available in over 3 million outlets. The films capture relatable scenarios—like reading too much into a deleted message—positioning Center Fresh as a quick mental reset. The campaign will run across TV, digital, and social platforms.