Launch of a limited-edition Valentine's Day Pack by Center Fresh

Music speaks when words can't. Today's youth are confident and don't hesitate to embrace their individuality. However, many still find it difficult to find the perfect words to communicate their sentiments when it comes to initiating contact and showing their affection. With its brand-new, limited edition Valentine's Day bundle created in collaboration with the top online music streaming service JioSaavn, Center Fresh finds a solution to this conundrum. This year, the company plays Cupid to help the young people acquire their musically enhanced "Dil Ki Baat Zubaan Pe"!

Youth have always been at the forefront of Center Fresh's fresh activities. The hyper-personalized, digitally first products and experiences that this tech-savvy generation seeks for. Based on this realization, the limited-edition Valentine's Day pack with JioSaavn makes a unique technological application to enable individuals to dedicate love songs to their loved ones.

Rajesh Ramakrishnan, Managing Director of Perfetti Van Melle India, commented on the launch of the new product, saying, "For more than two decades, we have been able to develop a strong and distinctive character for Center fresh on the basis of innovations and clutter busting communication. The recently released Valentine's Day bundle is consistent with the brand's ongoing efforts to appeal to today's youth. We are sure that customers will appreciate this product innovation and develop a stronger bond with the brand.

A distinctive QR code is included with the limited-edition pack. When scanned, it takes users to a microsite where they may submit information about their interests for music, languages, relationships, and other topics. Based on this information, a 55 million song JioSaavan database is used to create a genuinely customized playlist. It is a first-of-its-kind integration in India that includes a text-to-speech AI tool that enables users to create customised audio messages that call out the sender and recipient names.

The brand launch, which Wavemaker conceptualized and organized, will be accompanied by a 360-degree campaign with the aid of Ogilvy and Creativeland Asia. In an unique digital film, actors Rohit Saraf, an OTT star, and Pashmina Roshan, who will shortly make her acting debut, will support the brand. The advertisement expands on the brand's already-established mission to bring "Dil Ki Baat Zubaan Pe," positioning the company as an enabler of confidence that may help you tell your truth.

Gunjan Khetan, the marketing director for Perfetti Van Melle India, commented on the brand launch and marketing campaign, saying, "Center fresh takes pleasure in being in tune with the youth. Although the current generation enjoys conversing, they also give in to their fear of being judged or rejected when they initiate a discussion. We wanted to empower them to speak their hearts out on this Valentine's Day. And what better medium to use for it than music? We're grateful that we were able to connect with companies like JioSaavn and artists like Rohit and Pashmina who share our brand's sense of fun, spontaneity, and confidence.

Actor Rohit Suresh Saraf commented on the partnership by saying, "There is an overdose of mush mixed with anxiousness surrounding Valentine's Day. All of us, including myself, undoubtedly experienced pressures as children to hold in our emotions when we most needed to be able to express them. I'm really happy that a company is speaking up about these relatable topics and encouraging everyone to bring their "dil ki baat zubaan pe."

Pashmina Roshan stated, "It is thrilling to be a part of a campaign and a product that is encouraging exciting and intriguing talks instead of adhering to standard formats," when asked about the newest initiative. Whether a boy or a girl, we all need a little bit of courage to move first without thinking twice. Being a part of the campaign excites me.

"This collaboration is between Jio Saavn and Center Fresh, two young companies. This campaign, a leader in text-to-speech innovation, will let people express their love for their spouses through a personalized playlist. At Wavemaker, we are thrilled about this innovation since it transforms Center Fresh into a genuinely futuristic brand. — Mansi Datta, Chief Client Officer and Office Head for Wavemaker India's North and East Regions.