Center fresh has launched limited-edition Valentine’s Day pack, in association with music streaming platform JioSaavn, to help the youth express their love and make the first move.
Through this, the brand is trying to play cupid this year to help the youth get their ‘Dil Ki Baat Zubaan Pe’ with a musical twist.
Today’s tech-savvy generation is looking for products and experiences that are digital-first and hyper-personalised. Built on this insight, the limited-edition Valentine’s Day pack lets people dedicate romantic songs to their loved ones through the use of technology in partnership with JioSaavn.
Priced at Rs 2, the Center fresh Limited edition Valentine’s Day Pack are available at general trade channels.
Rajesh Ramakrishnan – Managing Director, Perfetti Van Melle India, said, “For more than two decades, we have been able to create a strong and distinctive identity for Center fresh on the back of innovations and clutter breaking communication. The newly launched Valentine’s Day pack is in line with the brand’s continuous strides to remain relevant to today’s youth. We are confident that consumers will enjoy this product innovation and further connect with the brand.”
The limited-edition pack comes with a QR code. When scanned, it directs users to a microsite where the user can enter details of their likes, dislikes, language, music preferences, relationship status, etc. Based on this input, a personalised playlist is rendered from the available 55 million song database on JioSaavan.
A text-to-speech AI tool embedded in the platform also allows users to generate a personalised audio message calling out the sender and receiver names.
https://centerfreshlovesongs.jiosaavn.com
Conceptualised and facilitated by Wavemaker, it will be supported by a 360-degree campaign with the help of Ogilvy and Creativeland Asia.
OTT actor Rohit Saraf and upcoming debutante Pashmina Roshan will be supporting the brand through a digital film. The communication further builds on the brand’s existing philosophy of bringing ‘Dil Ki Baat Zubaan Pe’, showcasing the brand as an enabler of confidence to help speak your heart out.
Gunjan Khetan – Marketing Director, Perfetti Van Melle India, said, “Center fresh takes pride in being in sync with the youth. Today’s generation thrives on having conversations but also gives into the fear of judgment or rejection while making the first move. This Valentine’s Day, we wanted to give them the confidence to speak their heart out. And what better way to do it than with music? We’re happy to have found like-minded partners like JioSaavn and talents like Rohit and Pashmina who resonate with our brand personality of being fun, spontaneous, and confident.”
Saraf said, “There is an overdose of mush along with anxiety around Valentine’s Day. Growing up, I am sure all of us, including myself, have faced similar pressures of not being able to summon up the courage to express our emotions just when we needed it the most. I am so glad that there is a brand that is addressing these relatable issues and giving everyone the confidence to bring their dil ki baat zubaan pe.”
Roshan said, “It is exhilarating to be a part of a campaign and a product that is enabling fun and interesting conversations instead of following traditional formats. All of us need a dash of confidence to make the first move without any hesitation, be it a boy or a girl. I am excited to be a part of the campaign.”
“This partnership is between two youthful brands - Center fresh and Jio Saavn. Being a pioneer in the text-to-speech innovation, this campaign will enable people to share their love with their partners with a customised playlist. We at Wavemaker are excited about this innovation that makes Center fresh a truly future forward brand," said Mansi Datta, Chief Client Officer and Office Head - North and East, Wavemaker India.
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