Center Fresh, the well-known gums and mints brand under Perfetti Van Melle India, recently joined forces with Rema, a Nigerian singer, during his highly anticipated India Tour organized by ILLE. This exciting collaboration was facilitated by Wavemaker India, which not only handled the sponsorship and execution but also played a key role in conceptualizing a unique approach that showcased the brand's commitment to freshness while simultaneously fostering a dedicated fan base in India.

Throughout Rema's India Tour, Center Fresh took center stage by introducing a fresh rendition of Rema's popular track, 'Calm Down,' performed by talented regional artists discovered through the Born on Instagram Artists program. In an effort to captivate the audience at the concert, the brand actively sought out promising young musicians in the music industry and orchestrated a captivating musical flashmob.

Adding a delightful twist to the performance, the band 'the9teen' infused a beautiful blend of Hindi and Telugu elements, infusing the performance with a touch of regional flair. Additionally, the concert featured a mesmerizing classical melody delivered by the talented singer Vipasha, further enhancing the overall experience for the audience.

In addition, an immersive zone dedicated to the "Center Fresh" experience was strategically set up at the entrance of the venue across the three cities on the tour. This engaging zone offered a range of activities, including face painting and a photo booth, which thoroughly captivated the enthusiastic crowd. The concert, held on May 12, 2023, at NSIC Stadium in New Delhi, served as a powerful demonstration of the brand's unwavering commitment to freshness and its support for emerging talent.

Gunjan Khetan, the Marketing Director at Perfetti Van Melle India, expressed the brand's ongoing focus on staying connected with youth culture and its continuous efforts to incorporate popular music and artists to maintain relevance and appeal among the target audience. Recognizing the widespread popularity of music as a form of entertainment, especially among the younger generation, the collaboration with Rema for his India tour was a strategic move to bring a fresh interpretation of the global sensation 'Calm Down.' This collaboration not only delivered on the brand's promise to always #KeepItFresh but also aimed to resonate with the audience in a meaningful way.

To amplify the campaign's impact further, Center Fresh leveraged its strong presence on social media platforms and creatively integrated visuals that effectively brought the hashtags #KeepitCalm and #KeepitFresh to life through the power of music.

The9teen Band And Vipasha Collaborate With Center Fresh, Give A Desi Twist To Rema’s Calm Down