Center fresh has collaborated with Dharma 2.0 for a series of two digital films. This collaboration brings to fore a unique treatment to digital films by leveraging the strength of a leading production house like Dharma.
The campaign collaboration has been facilitated by Wavemaker India, with support on creative front from Ogilvy India.
The first digital film, titled “Parda”, in the series stars Anjali Sivaraman with popular actor and dancer, Shantanu Maheshwari, in leading roles.
Parda film:
The storyline of this digital film revolves around the morning office-going ritual of two individuals with the female lead keen to break the ice and engage in a conversation with her fellow passenger in the lift.
Punit Malhotra and his team from Dharma 2.0 have been instrumental in the creative ideation of this premise.
Dharma 2.0 is the arm of Dharma productions, that will exclusively focus on creating ad films.
The collaboration was announced on social channels by Karan Johar with a video which conveyed the brand partnership.
The first digital film, titled “Parda”, in the series stars Anjali Sivaraman with popular actor and dancer Shantanu Maheshwari in leading roles.
The storyline of this digital film revolves around the morning office-going ritual of two individuals with the female lead keen to break the ice and engage in a conversation with her fellow passenger in the lift.
Punit Malhotra and his team from Dharma 2.0 have been instrumental in the creative ideation of this premise.
Rohit Kapoor - Director Marketing, Perfetti Van Melle, India, said, “Pushing the envelope on the creative front with fresh breath confidence at the core is part of Center fresh’s DNA. Over the last few years, we have been putting out digital content across key digital platforms to engage with our core consumers on a medium relevant for them. Our collaboration with Dharma 2.0. is to marry the magic of boy-girl first meetings with the world of Center fresh’s fresh breath confidence and thereby create something unique for our young consumers to enjoy and retain the ‘freshness’ the brand offers.”
Karan Johar said, “I am very excited to partner with Center Fresh for this latest initiative. Both Dharma and the brand Center fresh are known for their youth focused appeal and initiatives and this collaboration further solidifies these very sensibilities. My goal has been to add the extra oomph of the unexpected, to this modern-day rendition of the plot. I look forward to our audience enjoying a little bit of the trademark Dharma moment with Center fresh.”
The collaboration will also be amplified through social media promotions and by Karan Johar himself. The second film under this collaboration will be out early next year.
Punit Malhotra – Director Dharma 2.0, said, “Dharma 2.0 intends to bring the same level of aesthetic quality and signature professionalism of the movie production business, and holds a competitive edge over other established players in its space just like Center fresh stands out loud in the confectionery sector. This 25+ years old brand is a flawless match for Dharma 2.0 as its core proposition of Fresh breath confidence is exactly what Dharma production depicts through its romantic movies. We are delighted to be associated with Center fresh, and connecting with the young audience of the brand.”
Talking about the campaign, Karthik Nagarajan, Chief Content Officer, Wavemaker India said, “Center fresh with its fresh approach to creative communication has always associated with youth through its innovative campaigns. With this campaign, we have successfully established the connection of two young brands who share the same DNA and are poised to offer fresh content to the youth.”
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