Center Fresh Launches “Dimaag Pe Rakhe Lagaam” Campaign – A Refreshing Take on Overthinking

New Delhi:  Center Fresh, the iconic chewing gum brand from Perfetti Van Melle India, has launched a quirky new campaign titled “Dimaag Pe Rakhe Lagaam” to address the growing habit of overthinking. Based on insights from the India Overthinking Report, which revealed that 81% of people overthink for more than 3 hours a day, the campaign presents Center Fresh as a minty pause that brings clarity and calm. Directed by renowned filmmaker Nitesh Tiwari and conceptualized by Ogilvy, the two TVCs humorously showcase everyday scenarios where people spiral into overthinking — like reading too much into a deleted message or mistaking cash for a bribe.

Gunjan Khetan, Director – Marketing, said, “Center Fresh has always stood for freshness. This campaign shows how a burst of mint can snap you out of overthinking.” Available across TV, digital, and social platforms, the brand now positions itself as a refreshment for the mind.