CE DESK 
Center Fresh Dimaag Pe Rakhe Lagaam campaign poster
Center Fresh’s new ‘Dimaag Pe Rakhe Lagaam’ campaign humorously tackles overthinking, offering a refreshing mental pause with its minty burst.
The latest campaign from Centre Fresh, one of India’s most popular chewing gum brands from Perfetti Van Melle India, is called “Dimaag Pe Rakhe Lagaam.” It hits at the heart of a problem that everyone has these days: overthinking. The Centre Fresh India Overthinking Report, which was made with YouGov, found that a shocking 81% of Indians spend more than three hours a day stuck in mental spirals and second-guessing small decisions like what to eat and how to respond to messages.
Ogilvy made two funny TV commercials for the new campaign, which were directed by Nitesh Tiwari. They show relatable situations where people overthink things, like worrying about a boss’s short text or going over small mistakes again and again. These funny little stories are full of warmth and humour, and they show how Centre Fresh’s signature minty burst gives people a quick, refreshing break that snaps them out of their anxious spiral and back into the moment, ready to see things clearly.
“At Perfetti Van Melle India, our brands have consistently stayed in step with culture bringing joy, refreshment, and humour to every possible conceivable moment. With the ‘Dimaag pe rakhe lagaam’ campaign, Center fresh steps into an interesting new space. The brand has presence in over 3 million outlets in India and that’s why it aims to excite its consumers with new campaigns. The two TVCs directed by Nitesh Tiwari and conceptualised by our agency partner Ogilvy delivers, interesting look into overthinking spirals in our everyday lives.” said Nikhil Sharma, Managing Director, Perfetti Van Melle India.
Anurag Agnihotri, Chief Creative Officer – West, Ogilvy India, added, “We wanted to capture those universal moments of overthinking that people silently battle every day. Reading too much into a deleted message, wondering if your own cash looks like a bribe, these moments perfectly reflect how the smallest trigger can send your brain into complete overdrive. Center Fresh, with its burst of freshness, becomes that tiny but powerful moment of clarity. A reality check that snaps you out of the spiral and puts the brakes on your racing mind. Because sometimes all your overthinking brain needs is to hit refresh.”
The campaign is being shown on TV, online, and social media. It shows how Centre Fresh went from being a simple chewing gum to a culturally relevant refreshment symbol. Centre Fresh invites people to stop, stay present, and let a minty moment of freshness calm their racing thoughts through stories based on real insights.
