Chewing gum brand Center Fresh, from Perfetti Van Melle India, has unveiled its latest campaign, “Dimaag pe rakhe lagaam,” targeting the growing habit of overthinking among Indians. Inspired by the India Overthinking Report developed with YouGov, which found that 81% of people spend over three hours daily lost in thought spirals, the campaign presents the gum as a refreshing pause that helps clear the mind.
The campaign features two quirky TVCs directed by Nitesh Tiwari and conceptualised by Ogilvy, humorously portraying relatable moments such as overanalyzing a deleted message or misreading small situations. “The minty burst of freshness will help break the cycle of overthinking and bring moments of clarity,” said Gunjan Khetan, Marketing Director, Perfetti Van Melle India.
In Shillong, the campaign is expected to resonate strongly with younger shoppers navigating a mix of digital interactions and everyday stress. Local traders believe the ad’s playful approach could boost impulse purchases, especially among college students and office-goers who often seek quick refreshments during breaks. The campaign will run across TV, digital, and social media, reinforcing Center Fresh’s image as more than gum — a quick refreshment for the mind.