Mumbai: Center fresh, Perfetti Van Melle India’s flagship gum and mints brand has launched its new “Aage Badh” campaign with Varun Dhawan as the brand ambassador. The campaign aims to inspire young people to adopt a forward-looking attitude and overcome everyday setbacks with a fresh perspective.

This collaboration between Center fresh and Varun Dhawan aims to engage and inspire audiences. Varun Dhawan showcases how Center fresh’s boost of freshness can positively impact one’s outlook on life. The campaign’s quirky storyline and uplifting message are designed to resonate with Gen Z audiences and make a lasting impression.

Perfetti Van Melle India MD Nikhil Sharma said, “With presence in close to three million outlets today, the Center fresh brand has retained its appeal to consumers over the years by being relevant and consistently refreshing its communication. We are thrilled to be partnering with Varun Dhawan for our current campaign. He delivers a sparkling performance in the TVC nicely conceived by Ogilvy and is born out of strong insight.”

Center fresh has always prioritised connecting with the younger generation, and our latest TVC with Varun Dhawan exemplifies our commitment to providing a fresh perspective and moving forward in life," said Perfetti Van Melle India MD Gunjan Khetan. "Varun's ability to connect with diverse audiences, particularly the youth, infuses Center fresh with a new energy that will resonate strongly with our fans."

"I'm proud to be a part of the Center fresh family and their new campaign, Aage Badh," said Varun Dhawan. "As someone who's always on-the-go, I know how moving on from small, daily setbacks with a fresh perspective can really turn my day around - whether I'm on set, at a shoot, or just living life to the fullest. It always helps to just pop a center fresh and ‘Aage Badh’! This, for sure, is going to be my mantra going forward”

Commenting on the same, Ogilvy India creative director Anurag Agnihotri said, "Our message here is simple - Life's challenges  are just opportunities in disguise. Take a moment to pause, refresh, and reboot - then tackle them head-on with a clear mind and a positive attitude. Embrace the chance to grow, learn, and move forward. Simply Aage Badh Ja.”

The Aage Badh campaign, launched across television, digital, and social media platforms, is designed to resonate with young audiences who embrace the mantra of moving forward despite daily setbacks. Center fresh encourages today’s youth to stay positive, adapt to change, and live life to the fullest.