Center Fresh ‘Behind the Mask’

Fresh breath is one of the fastest-growing need spaces due to consciousness amongst the youth-led by a more outgoing lifestyle. Center new has been an enabler in these situations, which is articulated through its tagline “ Taazi Saans Hamesha Rakho Paas.”

Center fresh is synonymous with “Fresh breath”, but this positioning had been more relevant before the pandemic with limited social interaction. With the reduced opportunity for social interactions came reduced occasions of consumption. The problem for many during the pandemic was wearing a mask for long durations, which led to discomfort due to ‘mask breath’. Center Fresh’s products had the perfect solution, and with its core promise of ‘fresh breath’, it is a natural fit for the brand to address the challenge of ‘staying fresh behind the mask’.

The campaign was conceptualised to let people be their best selves as they step out of lockdown & wear a mask for long hours, supported by the habit of consuming Center fresh Mints/Gum behind the show.