Breakups can be tough, but Center Fresh, the flagship chewing gum brand of Perfetti Van Melle, wants to help you move on. The brand’s latest campaign, titled “Aage Badh Ja,” loosely translated as “move on,” features Bollywood actor Varun Dhawan as the brand ambassador. This fresh and humorous take on breakups is designed to resonate with the younger generation, encouraging them to embrace life’s challenges with a positive outlook.
Center Fresh X Varun Dhawan
Center Fresh Ad Film: Varun Dhawan and the Art of Moving On
The latest spot in the campaign presents Varun Dhawan in a relatable scenario—desperately trying to reconcile with his on-screen significant other after what appears to be a painful breakup. The scene plays out with Dhawan’s character being ousted and having the door slammed in his face. In a humorous twist, instead of wallowing in despair, he pops a Center Fresh chewing gum.
Refreshed and energized, Dhawan rushes back to the door. But, to everyone’s surprise, his intention isn’t to win his partner back but simply to retrieve his phone charger. As he exits with a smile, the campaign’s new tagline “Aage Badh Ja” flashes on the screen, reminding viewers that sometimes, it’s better to move on.
The Message: Empowering Youth to Embrace Change
Center Fresh’s new campaign is more than just a humorous take on breakups; it’s a message to the youth to stay positive and adapt to life’s changes. As the brand explains, the campaign is aimed at young audiences who are constantly facing setbacks but are encouraged to move forward despite them.
Gunjan Khetan, Marketing Director at Perfetti Van Melle India, emphasizes this connection with the younger generation: “Center fresh has always prioritised connecting with the younger generation, and our latest TVC with Varun Dhawan exemplifies our commitment to providing a fresh perspective and moving forward in life.”
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A New Tagline for a New Generation
The campaign introduces an all-new tagline, “Aage Badh Ja,” marking a shift from the “Dil ki baat zubaan pe” tagline introduced in 2022. This previous tagline had taken over from the brand’s signature “Zubaan pe rakhe lagaam” tagline, which had been in use since 2007. The new tagline represents the brand’s evolving message, one that aligns with the spirit of today’s youth—always looking ahead and moving forward.
Conceptualization and Creative Direction
The campaign has been conceptualized and created by Ogilvy, one of the leading advertising agencies in India. Anurag Agnihotri, Creative Director at Ogilvy India, explains the thought behind the campaign: “Our message here is simple — Life’s challenges are just opportunities in disguise. Take a moment to pause, refresh, and reboot — then tackle them head-on with a clear mind and a positive attitude. Embrace the chance to grow, learn, and move forward. Simply Aage Badh Ja.”
Conclusion: A Campaign to Inspire
With Varun Dhawan’s energetic persona and Center Fresh’s refreshing new tagline, “Aage Badh Ja,” the brand is not just selling a product but a mindset. This campaign serves as a reminder to all, especially the youth, that life’s setbacks are just stepping stones to something better. So, the next time you face a challenge, take a moment, refresh with Center Fresh, and move on.
