Center Fresh targets India’s overthinking habit with ‘Dimaag Pe Rakhe Lagaam’ campaign

Perfetti Van Melle India’s flagship chewing gum brand, Center Fresh, has rolled out a new marketing campaign, “Dimaag pe rakhe lagaam,” addressing the widespread tendency of overthinking among Indian consumers. Backed by the India Overthinking Report conducted with YouGov, the study reveals that 81% of people spend more than three hours a day overthinking. The campaign positions Center Fresh as a refreshing mental break, offering a burst of minty clarity.

The initiative includes two television commercials directed by NiteshTiwari and conceptualised by Ogilvy, portraying humorous yet relatable overthinking scenarios. According to Marketing Director GunjanKhetan, the campaign is designed to “break the cycle of overthinking and bring moments of clarity,” while MD Nikhil Sharma emphasised the brand’s cultural relevance and its presence in over 3 million outlets nationwide.

In Shillong, retailers anticipate a spike in Center Fresh sales, particularly among students and young professionals. Shop owners note that the humorous and relatable theme could drive impulse purchases, as many consumers look for quick, affordable refreshments during their daily routines. The campaign is being promoted across television, digital platforms, and social media, reinforcing Center Fresh’s role as a go-to refreshment for both mouth and mind.