~ Core to the brand philosophy of ‘Taaza Approach’, the brand will celebrate inspiring stories of women in professions where they are underrepresented ~
New Delhi, March 07th, 2023: International Women’s Day marks the true spirit of women who refuse to be boxed in by taking path-breaking opportunities across sectors that many might term as unconventional choices. Center fresh – the flagship gum and mints brand of Perfetti Van Melle India, has launched #SochKaroFresh initiative to celebrate the fresh perspective on women breaking into male bastions. The brand has released a special song #SochKaroFresh which recognizes their fresh approach and formidable voices.
Talking about equality and breaking stereotypes, women have proven themselves in every field. From driving taxis to bartending to being tour guides, women have been fast making inroads into male-dominated professions. Center fresh aims to usher positive change in society by celebrating their small wins and bringing their stories to the fore. The rap song will feature women including Laxmi Kumar, an auto driver in Mumbai, Karishma Kadam – Trainer & Athlete, Muscle Blaze and employees of Perfetti Van Melle India.
The song applauds the determination of these women who did not let their professional calling be hindered by stereotypical expectations levied on women. With compelling lyrics like ‘Purane rules ho rahe hain break, Manufacturing ke ladies have a fresh take, Toh ab hoga unit main scene change, Kyunki ab yeh dikayenge apna wide-range’, the composition perfectly shines the spotlight on the power women can assert to shatter the shackles of gender norms. This ‘never-say-never’ attitude, and strong grit has been vividly captured by ace vocalist and rapper Pratika E Prabhune (aka MC PEP).
Center fresh Mints, Women’s Day #SochKaroFresh Video can be viewed here– https://www.youtube.com/watch?v=BQdwFtD8DIo
The uplifting track also demonstrates Pratika’s singing prowess and is yet another fresh take of the brand on the world of rapping which is traditionally perceived as highly male-dominated and is characterized by defiance and rebellion.
The roll-out of the rap song is also supported by the launch of a limited-edition Center fresh mints pack which has been produced end-to-end by women in the manufacturing units of the parent company, Perfetti Van Melle India. The pack comes with a QR code where users can scan and nominate themselves and other women and share entries on a microsite. The top five shortlisted entries stand a chance to win exciting rewards including a cash prize of one lac rupee.
Link to the microsite – https://www.centerfresh.in/sochkarofresh/
Commenting on the special initiative, Mr. Gunjan Khetan – Marketing Director, Perfetti Van Melle India said, “Women’s Day is not always about shining spotlight on large impact makers but also about giving a platform to ordinary women who have made strides. As a leading youth brand, Center fresh has always lauded fresh approach. On Women’s Day, we wanted to salute the strong spirit of these women who have pushed boundaries and navigated the odds.”
Conceptualized by Creativeland Asia, the digital film will be supported by Wavemaker.
Sudeepa Ghosh, Executive Creative Director, Creativeland Asia, “In this gender-neutral society…don’t we long to see societies being addressed like that? Our campaign “Soch karo fresh” attempts a fresh approach on how we see women in an otherwise male-dominated society. They are working in industries that only belonged to one-half of the gender. Little is known about the wonders that women can achieve if given the respect and the opportunity to do so This women’s day and every day from now on, let’s support and celebrate women who are breaking these barriers.”
