Ad Campaigns
Center Fresh celebrates 25 years with TVC
MUMBAI: Marking the 25th anniversary of Perfetti Van Melle and its chewing-gum brand Center Fresh in India, the brand has come up with a new TV campaign, staying true to its core of ‘Fresh Breath Confidence’. The TVC, conceptualised in collaboration with Ogilvy captures the occasion of first meeting of a couple in college, when being Fresh breath ready makes the moment that much more special.
Through the TVC, the brand is also inviting consumers to celebrate this milestone, with the launch of a limited period mega promotion which gives the mobile-savvy youth of today a chance to win 25 smartphones every day.
Speaking on the occasion, Perfetti Van Melle India managing director Rajesh Ramakrishnan said, “This is a landmark year for the brand. Today Center fresh is one of the leading confectionery brands in the country – a testimony to the love and support that we have received over the last 25 years.”
Commenting on the milestone and the launch, Perfetti Van Melle India director – marketing Rohit Kapoor said, “We look back on these 25 years with a lot of pride and it is a huge privilege to commemorate this special achievement. We thank all our consumers and our teams who have supported us over the years and invite everyone to continue to be with us on the journey ahead. Center fresh packs shall carry 25-year special insignia to inform the consumer and new communication campaign shall be supported extensively on TV and digital medium.”
Commenting on the campaign, Ogilvy executive creative director Anurag Agnihotri said, “Center fresh is now a 25 years young brand and the celebrations are in order and we are taking this opportunity to engage with the consumer. In our communication, we simply celebrate a timeless, universal and relatable moment of how a boy and a girl meet for the very first time.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
