Center fresh & Dharma 2.0 collaborate in a first-of-its kind partnership!


‘Fresh breath confidence’ gets a new story treatment in a digital film directed by Punit Malhotra and starring Anjali Sivaraman with Shantanu Maheshwari

In-line with this approach, Center fresh announces its marquee collaboration with Dharma 2.0 for a series of two digital films. This collaboration brings to fore a unique treatment to digital films by leveraging the strength of a leading production house like Dharma.

The campaign collaboration has been facilitated by Wavemaker India, with support on creative front from Ogilvy India. 

Link to Karan Johar’s Instagram video:

The first digital film titled “Parda” in the series stars Anjali Sivaraman with popular actor & dancer Shantanu Maheshwari in leading roles. In times when faces of people are not fully visible due to mask wearing protocols – how do you test the waters of attraction and initiate a conversation with someone you think you like. This is a prevalent question for our current times and also forms the very crux of the first digital film ‘Parda’.

The storyline of this digital film revolves around the morning office-going ritual of two individuals with the female lead keen to break the ice and engage in a conversation with her fellow passenger in the lift. Center fresh mints with its instant fresh breath proposition is portrayed as the enabler of confidence for the lead protagonist.  Her confidence backed by fresh breath, helps her eventually  break the ice with the co-passenger & bring alive the magic of first meetings in true Dharma style. 

Punit Malhotra & his team from Dharma 2.0 have been instrumental in the creative ideation of this premise. 

Commenting on the partnership, Rohit Kapoor – Director Marketing, Perfetti Van Melle, India said, “Pushing the envelope on the creative front with fresh breath confidence at the core is part of Center fresh’s DNA. Over the last few years, we have been putting out digital content across key digital platforms to engage with our core consumers on a medium relevant for them.  Our collaboration with Dharma 2.0. is to marry the magic of boy-girl first meetings with the world of Center fresh’s fresh breath confidence and thereby create something unique for our young consumers to enjoy and retain the ‘freshness’ the brand offers.

Link to ‘Parda’ film:

Punit Malhotra – Director Dharma 2.0 says, “Dharma 2.0 intends to bring the same level of aesthetic quality and signature professionalism of the movie production business and holds a competitive edge over other established players in its space just like Center fresh stands out loud in the confectionery sector. This 25+ years old brand is a flawless match for Dharma 2.0 as its core proposition of Fresh breath confidence is exactly what Dharma production depicts through its romantic movies. We are delighted to be associated with Center fresh and connecting with the young audience of the brand.