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Center Fresh partners Maxus to launch online video zone on EspnStar.com

Perfetti Van Melle’s chewing gum brand Center Fresh has joined hands with media agency Maxus Global to launch an exclusive Zubaan Pe Rakhe Lagaam online video zone on EspnStar.com. This zone encapsulates all videos related to on field chatter and uncalled for sledging in the on going ICC World Cup 2011. For this campaign, Maxus has partnered with Vdopia for online video advertisements.

Perfetti Van Melle’s chewing gum brand Center Fresh has joined hands with media agency Maxus Global to launch an exclusive Zubaan Pe Rakhe Lagaam online video zone on EspnStar.com. This zone encapsulates all videos related to on field chatter and uncalled for sledging in the on going ICC World Cup 2011. For this campaign, Maxus has partnered with Vdopia for online video advertisements. Launched on 21 February 2011, the zone currently houses 20 videos and according to Maxus, close to 2.5 lakh page views have happened since the start of the campaign.

The theme of the zone is “The Game is bigger than the cup, so just shut up” which establishes the association of these videos with the Center Fresh’s proposition. Each video opens with a seven second animation which shows two players indulging in sledging.

“Zubaan Pe Rakhe Lagaam moments from World Cup matches provided us with a great opportunity to associate Center Fresh with the mega event. It’s an interesting proposition from the brand, which has always been associated with the youth and regularly comes up with campaigns that are witty and tongue-in-cheek. Viewers will definitely enjoy these videos & during the process interact with the brand’s core proposition”, says Rohit Kapoor, marketing manager, Perfetti Van Melle has said.

Commenting on this initiative, R Unny, national director, digital, Maxus, said “The idea perfectly integrates the brand philosophy and the consumer truth with cricket content, making it an instant hit among the TG.”

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