Center fresh launches a limited-edition Valentine’s Day Pack to dedicate songs to loved ones

When words fail, music speaks. The youth today is bold and not afraid to own their unique identity. But when it comes to expressing love and making the first move, they still struggle to find the right words to confess their feelings. Center fresh solves this quandary with its all-new, limited edition Valentine’s Day pack in association with leading online music streaming platform JioSaavn. The brand plays cupid this year to help the youth get their ‘Dil Ki Baat Zubaan Pe’ with a musical twist!

Center fresh has always had youth at the forefront of all its fresh initiatives. This tech-savvy generation is looking for products and experiences that are digital-first and hyper-personalized. Built on this insight, the limited-edition Valentine’s Day pack lets people dedicate romantic songs to their loved ones through a distinctive use of technology in partnership with JioSaavn. Priced at Rs. 2, the Center fresh Limited edition Valentine’s Day Pack will be available at general trade channels from February 2023.

Speaking about the new product launch, 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 unique 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 truly personalized 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 personalized audio message calling out the sender and receiver names, making it a first-of-its-kind integration in India.

Conceptualized and facilitated by Wavemaker, the brand launch will be supported by a 360-degree campaign with the help of Ogilvy and Creativeland Asia. OTT sensation, and popular actor Rohit Saraf and soon-to-be making her debut Pashmina Roshan will be supporting the brand in a special 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.

Commenting on the brand launch and campaign, 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.”

Commenting on the collaboration, Rohit Suresh Saraf – Actor 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.”

Pashmina Roshan, while expressing her excitement over the latest initiative, 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 customized playlist. We at Wavemaker are excited about this innovation that makes Center fresh a truly future forward brand." – Mansi Datta, Chief Client Officer & Office Head - North & East, Wavemaker India.

Digital Film Link – https://www.instagram.com/reel/CoOfgyRBboA/?igshid=NjcyZGVjMzk=

Link to the microsite: https://centerfreshlovesongs.jiosaavn.com