Center Fresh Salutes Spirit Of Women With #SochKaroFresh
International Women’s Day marks the true spirit of women who refuse to be boxed in by taking path-breaking opportunities across sectors that many might term unconventional choices. Center fresh, the flagship gum and mints brand of Perfetti Van Melle India has launched #SochKaroFresh initiative to celebrate the fresh perspective on women breaking into male bastions.
The brand has released a special song #SochKaroFresh which recognises their fresh approach and formidable voices.
Talking about equality and breaking stereotypes, women have proven themselves in every field. From driving taxis to bartending to being tour guides, women have been fast making inroads into male-dominated professions.
Center fresh aims to usher positive change in society by celebrating their small wins and bringing their stories to the fore. The rap song will feature women including Laxmi Kumar, an auto driver in Mumbai, Karishma Kadam - trainer & athlete, muscle blaze and employees of Perfetti Van Melle India.
The song applauds the determination of these women who did not let their professional calling be hindered by stereotypical expectations levied on women.
The roll-out of the rap song is also supported by the launch of a limited edition. Center fresh mints pack which has been produced end-to-end by women in the manufacturing units of the parent company, Perfetti Van Melle India.
Commenting on the special initiative, Gunjan Khetan – Marketing Director, Perfetti Van Melle India shares, “Women’s Day is not always about shining spotlight on large impact makers but also about giving a platform to ordinary women who have made strides. As a leading youth brand, Center fresh has always lauded a fresh approach. On Women’s Day, we wanted to salute the strong spirit of these women who have pushed boundaries and navigated the odds.”
The campaign is conceptualised by Creativeland Asia, and the digital film will be supported by Wavemaker.
Sudeepa Ghosh, Executive Creative Director, Creativeland Asia, says, “In this gender-neutral society, don’t we long to see societies being addressed like that? Our campaign “Soch karo fresh” attempts a fresh approach to how we see women in an otherwise male-dominated society. They are working in industries that only belonged to one-half of the gender. Little is known about the wonders that women can achieve if given the respect and the opportunity to do so. This women’s day and every day from now on, let’s support and celebrate women who are breaking these barriers.”
