Perfetti Van Melle India, which makes confectionery products, on Wednesday said it has roped in southern actor Dhanush as the brand ambassador for its flagship chewing gum brand Center Fresh.
“While Dhanush is taking his first steps in Bollywood, he is very popular in our key markets,especially among the youth. We are really looking to leverage Dhanush’s equity to help take Center Fresh to the next level,” Perfetti Van Melle India category Head for gums Mandar Keskar said in a statement.
The ‘Kolaveri Di’ singer will feature in the new television commercial of the brand and in all mobile and internet communication, the company said.
The Italian firm owns popular candy and chewing gum brands such as Mentos, Happydent, Chlormint, Alpenlibe and Center Fresh in India.
On his association with Perfetti, Dhanush said: “It feels great to be associated with Center Fresh which is one of India’s most loved brands.”
Perfetti Van Melle India Pvt is a fully-owned subsidiary of the global confectionery conglomerate Perfetti Van Melle, headquartered in Lainate, Italy.
