Center fresh collaborates with Dharma Productions’ advertising arm – Dharma 2.0

Center fresh campaign

Center fresh and Dharma 2.0 have collaborated for a series of two digital films. Dharma 2.0 is the newly minted youth-focused arm of Dharma productions, that will exclusively focus on creating ad films.

The campaign by Center fresh has been facilitated by Wavemaker India, with support on the creative front from Ogilvy India. Dharma 2.0 is the newly minted youth-focused arm of Dharma productions, that will exclusively focus on creating ad films.

The digital films will explore the possibilities and nuances of fresh breath confidence but with the Dharma twist. This proposition will be at the core of the films, while the storytelling will have a contemporary treatment. This collaboration was announced and will be amplified on social channels by Karan Johar. The second film under this collaboration will be launched early next year.

The first digital film titled ‘Parda’ stars Anjali Sivaraman with Shantanu Maheshwari. The storyline of this digital film revolves around the office-going morning ritual of two individuals with the female lead keen to break the ice and engage in a conversation with her fellow passenger in the lift. In times when the faces of people are not fully visible due to mask-wearing protocols – how do you test the waters of attraction and initiate a conversation with someone you think you like. This forms the crux of the concept. Punit Malhotra & his team from Dharma 2.0 have been instrumental in the creative ideation of this premise.

Commenting on the partnership, Rohit Kapoor, Director – Marketing, Perfetti Van Melle, India said, “Pushing the envelope on the creative front with fresh breath confidence at the core is part of Center fresh’s DNA. Over the last few years, we have been putting out digital content across key digital platforms to engage with our core consumers on a medium relevant for them. Our collaboration with Dharma 2.0. is to marry the magic of boy-girl first meetings with the world of Center fresh’s fresh breath confidence and thereby create something unique for our young consumers to enjoy and retain the ‘freshness’ the brand offers.”

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Speaking about the film, Karan Johar said, “I am very excited to partner with Center Fresh for this latest initiative. Both Dharma and the brand Center fresh are known for their youth-focused appeal and initiatives and this collaboration further solidifies these very sensibilities. My goal has been to add the extra oomph of the unexpected, to this modern-day rendition of the plot. I look forward to our audience enjoying a little bit of the trademark Dharma moment with Center fresh.”

Punit Malhotra, Director, Dharma 2.0 says, “Dharma 2.0 intends to bring the same level of aesthetic quality and signature professionalism of the movie production business, and holds a competitive edge over other established players in its space just like Center fresh stands out loud in the confectionery sector. This 25+ years old brand is a flawless match for Dharma 2.0 as its core proposition of Fresh breath confidence is exactly what Dharma production depicts through its romantic movies. We are delighted to be associated with Center fresh, and connecting with the young audience of the brand.”

Talking about the campaign, Karthik Nagarajan, Chief Content Officer, Wavemaker India said, “Center fresh with it’s fresh approach to creative communication has always associated with youth through its innovative campaigns. With this campaign, we have successfully established the connection of two young brands who share the same DNA and are poised to offer fresh content to the youth.”