Center Fresh Launches Humorous Campaign to Tackle India’s Overthinking Habit
Center Fresh’s new “Dimaag Pe Rakhe Lagaam” campaign humorously tackles overthinking, inspired by YouGov report revealing 81% of Indians spend hours daily lost in thought.
Sumit Rawat
Center Fresh Unveils Humorous ‘Dimaag Pe Rakhe Lagaam’ Campaign to Pause Overthinking
Center Fresh, the popular chewing gum brand from Perfetti Van Melle India, has launched a fresh and witty campaign inspired by the nation’s growing tendency to overthink. Drawing from insights in the “India Overthinking Report” conducted with YouGov—which revealed that 81% of Indians spend over three hours a day caught up in overthinking—the brand offers a playful solution: a refreshing pause to bring clarity.
The campaign’s core message is simple—most people overthink even the smallest matters, and sometimes, all it takes to quiet the mind is a burst of minty freshness. Two quirky new TVCs capture everyday situations where people spiral into unnecessary thoughts, blending humor with relatability.
Gunjan Khetan, Director of Marketing at Perfetti Van Melle India, said, “Center Fresh has always stood for freshness. With this campaign, we aim to help break the cycle of overthinking and bring moments of clarity. Inspired by our Overthinking Report, ‘Dimaag Pe Rakhe Lagaam’ encourages people to pause, stay present, and enjoy a fresh perspective.”
Nikhil Sharma, Managing Director at Perfetti Van Melle India, added that the brand’s presence in over 3 million outlets allows it to excite consumers with creative storytelling. Directed by Nitesh Tiwari and conceptualised by Ogilvy, the TVCs humorously illustrate overthinking spirals in daily life.
Tiwari shared, “What excited me most was visualising what overthinking feels like—the chaos, the absurd ‘what ifs.’ Center Fresh acts as a simple disruptor, snapping you back to the moment.”
Anurag Agnihotri, Chief Creative Officer - West, Ogilvy India, explained that the ads highlight universal overthinking triggers—like overanalyzing a deleted message or misreading a cash payment. “Center Fresh becomes that moment of clarity your racing mind needs,” he said.
The campaign, designed to resonate especially with younger audiences navigating digital chatter and daily anxieties, is rolling out across television, digital platforms, and social media.
