Center fresh celebrates the musical romance of ‘Bandish Bandits’


Center fresh – the flagship chewing gum & mint brand from the house of confectionery major Perfetti Van Melle – is excited to announce it’s first-ever collaboration with online streaming platform Amazon Prime Video for their latest romantic series ‘Bandish Bandits’ that went live in early August.

Bandish Bandits revolves around the romance of Radhe and Tamanna – two musicians from different backgrounds (Indian classical and Pop respectively) who come together due to their love for the craft. Center fresh’s brand proposition of ‘fresh breath confidence’ is brought alive in this association with two co-branded digital films featuring the main leads Shreya Chaudhary and Ritwik Bhowmik. The role of the two main leads in the digital films also helps enhance the cool and stylish brand imagery for Center fresh through their youth appeal.

Each of these digital films showcase the first meeting moments of the two main leads and their long-lasting conversations which in-turn leads to this fresh musical love story.

With rising consumption of online streaming platforms, collaboration with Amazon Prime is indeed a seamless endeavour by the brand to drive consideration for its offering of Center fresh three layer gum and Center fresh mints.

Speaking about this association Mr. Rohit Kapoor – Director Marketing of Perfetti Van Melle India said “Center fresh has associated with key youth specific touch-points earlier in the year like Love Aaj Kal movie on Valentine’s Day and digital film starring Sanya Malhotra on Women’s day so as to bring to life its brand ethos. This association with Bandish Bandits is another attempt in this direction and be relevant to its youth target audience with right content partnership. The collaboration also invites brand followers via both the lead star cast on social media to share their own ‘fresh moments’ with that special someone.”

The digital films are being extensively promoted on select social platforms (like Youtube and Instagram) and to-date have already generated over 4 million views cumulatively.


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