Latest news with #IndiaOverthinkingReport
Hans India
7 hours ago
- Business
- Hans India
‘Dimaag pe rakhe lagam': Center Fresh's New TVC with a funny take on Overthinking
Center fresh, one of India's most loved chewing gum brands from the house of Perfetti Van Melle India, has launched a refreshing new campaign that taps into the consumer insight of overthinking. The idea is inspired by the Center fresh's 'India Overthinking Report', developed in partnership with YouGov, which revealed that 81% of people spend over three hours a day caught up in overthinking. For a fun twist on the insight through its new advertisement " Dimaag pe rakhe lagam", the new campaign positions Center fresh as a refreshing pause in the day — a simple way to bring you back to the moment with a burst of freshness. At the heart of the campaign is a simple but powerful insight: most people tend to overthink about small issues. Center fresh brings to you two quirky new TVCs that blend humor with warmth, to spotlight everyday people overthinking about smallest of things. And when overthinking takes over, all it needs is a burst of freshness to quiet the mind, offering a fresh perspective and a moment of calm. Speaking about the campaign, Gunjan Khetan, Director Marketing, Perfetti Van Melle India, said, 'Center Fresh has always stood for freshness — and with the new campaign, the minty burst of freshness will help break the cycle of overthinking and bring moments of clarity. The TVC shines a light on those amusing moments of overthinking, inspired by insights from our recently released Center fresh India Overthinking Report. With the tagline 'Dimaag pe rakhe lagaam', we're encouraging consumers to take a pause, stay present, and enjoy a fresh perspective when thoughts start to wander.' 'At Perfetti Van Melle India, our brands have consistently stayed in step with culture—bringing joy, refreshment, and humour to every possible conceivable moment. With the 'Dimaag pe rakhe lagaam' campaign, Center fresh steps into an interesting new space. The brand has presence in over 3 million outlets in India and that's why it aims to excite its consumers with new campaigns. The two TVCs directed by Nitesh Tiwari and conceptualised by our agency partner Ogilvy delivers, interesting look into overthinking spirals in our everyday lives.' said Nikhil Sharma, Managing Director, Perfetti Van Melle India. TVC Link 1 TVC Link 2 'While directing the ad films, what excited me most was the opportunity to visualise what overthinking actually feels like—the inner chaos, the spiral, the absurd 'what ifs' we all carry. The opportunity was to keep it real but light, to find humour in the madness that is relatable. Center Fresh's role as a simple disruptor—a small moment that snaps you back to the moment, fits in beautifully. It's rare when a brand insight gives you such rich, relatable storytelling.' - said Nitesh Tiwari, ad film director. Crafted by Ogilvy, the film is rooted in a bold and humorous narrative that resonates especially with younger audiences who often find themselves navigating digital chatter, mixed signals, and everyday overthinking. Anurag Agnihotri, Chief Creative Officer - West, Ogilvy India, added, 'We wanted to capture those universal moments of overthinking that people silently battle every day. Reading too much into a deleted message, wondering if your own cash looks like a bribe, these moments perfectly reflect how the smallest trigger can send your brain into complete overdrive. Center Fresh, with its burst of freshness, becomes that tiny but powerful moment of clarity. A reality check that snaps you out of the spiral and puts the brakes on your racing mind. Because sometimes all your overthinking brain needs is to hit refresh. The campaign is being rolled out across TV, digital platforms, and social media. Center fresh continues to stay culturally relevant, evolving from just chewing gum to a go-to refreshment for the mind. The campaign marks another exciting step in the brand's journey to drive relevance and consumption across everyday moments.
Time of India
a day ago
- Business
- Time of India
Center Fresh's new TVC with a funny take on overthinking
Center Fresh, one of India's chewing gum brands from the house of Perfetti Van Melle India , has launched a refreshing new campaign that taps into the consumer insight of overthinking. The idea is inspired by the Center Fresh's 'India Overthinking Report', developed in partnership with YouGov, which revealed that 81 per cent of people spend over three hours a day caught up in overthinking. For a fun twist on the insight through its new advertisement " Dimaag pe rakhe lagam", the new campaign positions Center Fresh as a refreshing pause in the day — a simple way to bring you back to the moment with a burst of freshness. At the heart of the campaign is a simple but powerful insight: most people tend to overthink about small issues. Center Fresh brings to you two quirky new TVCs that blend humor with warmth, to spotlight everyday people overthinking about the smallest of things. And when overthinking takes over, all it needs is a burst of freshness to quiet the mind, offering a fresh perspective and a moment of calm. Gunjan Khetan, director marketing, Perfetti Van Melle India, said, 'The TVC shines a light on those amusing moments of overthinking, inspired by insights from our recently released Center fresh India Overthinking Report. With the tagline ' Dimaag pe rakhe lagaam ', we're encouraging consumers to take a pause, stay present, and enjoy a fresh perspective when thoughts start to wander.' 'With the 'Dimaag pe rakhe lagaam' campaign, Center fresh steps into an interesting new space. The brand has a presence in over three million outlets in India and that's why it aims to excite its consumers with new campaigns. The two TVCs directed by Nitesh Tiwari and conceptualised by our agency partner Ogilvy delivers, interesting look into overthinking spirals in our everyday lives,' said Nikhil Sharma, managing director, Perfetti Van Melle India. 'While directing the ad films, what excited me most was the opportunity to visualise what overthinking actually feels like—the inner chaos, the spiral, the absurd 'what ifs' we all carry. The opportunity was to keep it real but light, to find humour in the madness that is relatable. Center Fresh's role as a simple disruptor—a small moment that snaps you back to the moment, fits in beautifully. It's rare when a brand insight gives you such rich, relatable storytelling,' said Nitesh Tiwari, ad film director. Crafted by Ogilvy, the film is rooted in a bold and humorous narrative that resonates especially with younger audiences who often find themselves navigating digital chatter, mixed signals, and everyday overthinking. Anurag Agnihotri, chief creative officer - West, Ogilvy India , added, 'We wanted to capture those universal moments of overthinking that people silently battle every day. Reading too much into a deleted message, wondering if your own cash looks like a bribe, these moments perfectly reflect how the smallest trigger can send your brain into complete overdrive.' The campaign is being rolled out across TV, digital platforms, and social media. Center Fresh continues to stay culturally relevant, evolving from just chewing gum to a go-to refreshment for the mind. The campaign marks another exciting step in the brand's journey to drive relevance and consumption across everyday moments. Watch the videos here:
Time of India
7 days ago
- Lifestyle
- Time of India
What to eat, what not to eat: Menu meltdowns are real
Aaj khane mein kya khaaun?: A daily mental marathon for millennials Even with overflowing to-do lists, so much on their plates and little time to spare, urban millennials and Gen Z still find ample bandwidth to overthink, especially about food. A recent report, titled India Overthinking Report, compiled by Centre fresh India in collaboration with market research firm YouGov, states that millennials cite 'choosing what to eat' as one of their top unexpected sources of daily overthinking. Whether it's figuring out what to cook, what the cook should make, or endlessly flipping through food delivery apps amid hunger pangs, meal decisions are a daily mental marathon. From repeatedly scanning menus to polling the room with 'kya khaoge?", people often rack their brains in making this decision. As per the report, Indians spend more time deciding on their food order than the political leader they wish to vote for. It states, "Indecision plays out in the most routine choices. 63% of the 2,010 respondents say choosing a dish at a restaurant is more stressful than picking a political leader. This number rises to 69% in South of India." 'I keep wondering aaj khane mein kya banega' Most professionals who are living away from their families plan their meals themselves. "I do spend a lot of time just staring at the fridge with its door open, wondering 'aaj khane mein kya banega?'" says Priyanka Shukla, 30, a Bangalore-based IT professional. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Your New Zealand escape starts with Singapore Airlines Fly with Singapore Airlines Book Now Undo Adds, "A fairly big chunk of my thinking capacity goes in meal planning, making sure what I cook or order is healthy, protien-rich and good for the gut, etc." Tanuj Lakhina, 37, a media professional, says, "I am guilty of spending a lot of time deciding what I wish to eat, mostly true when ordering in or dine-in, but lesser for when cooking at home. So much so, I have been gifted a "menu meltdown" T-shirt! Now I either look at menu well in advance and/or get deadlines before someone else decides for me." What to eat?' has become the new existential crisis; it's constantly on your mind, especially when you're living by yourself. Whether you're scrolling through food delivery apps or staring blankly into your fridge, deciding to choose a healthy, affordable and (most importantly) a delicious meal is quite frankly a task Prachi Mehta, 26, a PR professional Some, like Anuj Mishra, 28, a professional based in NCR, claim to have simplified their palate. He says, "Living away from family and not having much choice, I've come to rely on a handful of go-to dishes. Still, when I'm out with friends and we opt for non-Indian cuisine, I often find myself overwhelmed by the options and struggling to decide." 'Millennials are less experimental with their orders and prefer familiar dishes' "Millennials and Gen X are overthinkers," says Sanjali Nirwani, who owns a cafe in Gurgaon, adding, "This comes from their childhood memories when dining out was a luxury and not as frequent as it is today. They are less experimental with their orders and prefer familiar dishes. On average, they would take 10 minutes to place the order in a cafe setting. The younger generations, Gen Z and Gen Alpha, are faster to place orders as they are clear about their likes and dislikes and don't get swayed by too many options. " Choosing what to eat feels like an exercise. It's like cardio, but you're burning more mental calories than actual ones Antara Lal, 30, a PR professional Vidur Mayor, who runs a cafe and bakery in Gurgaon, suggests that menu fatigue is real. "People spend time comparing prices and ingredients. To ease that, we group similar items under one price point, for instance, all sandwiches at ₹299. This helps cut down the ordering time to about four to seven minutes." Get the latest lifestyle updates on Times of India, along with Friendship Day wishes , messages and quotes !
NDTV
02-08-2025
- NDTV
Overthinking Common In India, 1 In 3 Use Tech Tools Like ChatGPT For Support
New Delhi: Choosing a dish at a restaurant or making a gift purchase decision, a growing number of Indians are turning to technology to navigate overthinking, which has become a part of daily life of the people, as per a survey. New age digital tools as conversational AI platform ChatGPT and search engine Google, are found to be increasingly used by Indians for clarity, in case they are faced with uncertainty, said a joint report from Center Fresh and YouGov. The survey, with a sample size of 2,100 respondents, found that 81 per cent of Indians spend over three hours a day overthinking, with one in four admitting "it's a constant habit". According to the 'India Overthinking Report', one in three have used Google or ChatGPT to navigate overthinking - from decoding a short message to making a gift purchase decision. The survey included students, working professionals and self-employed across the country, covering Tier I, II & III cities, diving into four key areas - food and lifestyle habits, digital and social life, dating and relationships and career and professional life. The survey found that overthinking has become a part of daily life in India, not just in moments of crisis, but in the smallest, most routine decisions. As per the report, 63 per cent of respondents in the survey said choosing a dish at a restaurant is "more stressful than picking a political leader". "When faced with uncertainty, Indians are increasingly turning to tech for clarity. One in three say they've used Google or ChatGPT to navigate overthinking - from decoding a short message to making a gift purchase decision," the survey said.
Economic Times
02-08-2025
- Economic Times
Overthinking a constant habit; one in three Indians using tech tools like ChatGPT, Google for help: Survey
Choosing a dish at a restaurant or making a gift purchase decision, a growing number of Indians are turning to technology to navigate overthinking, which has become a part of daily life of the people, as per a survey. New age digital tools as conversational AI platform ChatGPT and search engine Google, are found to be increasingly used by Indians for clarity, in case they are faced with uncertainty, said a joint report from Center Fresh and YouGov. The survey, with a sample size of 2,100 respondents, found that 81% of Indians spend over three hours a day overthinking, with one in four admitting "it's a constant habit". According to the 'India Overthinking Report', one in three have used Google or ChatGPT to navigate overthinking - from decoding a short message to making a gift purchase decision. The survey included students, working professionals and self-employed across the country, covering Tier I, II & III cities, diving into four key areas - food and lifestyle habits, digital and social life, dating and relationships and career and professional life. The survey found that overthinking has become a part of daily life in India, not just in moments of crisis, but in the smallest, most routine decisions. As per the report, 63% of respondents in the survey said choosing a dish at a restaurant is "more stressful than picking a political leader". "When faced with uncertainty, Indians are increasingly turning to tech for clarity. One in three say they've used Google or ChatGPT to navigate overthinking - from decoding a short message to making a gift purchase decision," the survey said.
