Latest news with #NiteshTiwari
Hans India
2 days 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.
News18
3 days ago
- Entertainment
- News18
Yash, In True Rocky Bhai Style, Flaunts His Rakhi Swag At Mumbai Airport
Last Updated: For the jet set look, Yash was dressed in a comfy half-sleeved shirt and relaxed trousers, keeping it casual yet cool. KGF star Yash turned his casual airport spotting into a sweet Raksha Bandhan moment. Seen outside what looked like a private airport terminal, the actor paused briefly for the paparazzi, serving the festive warmth. Before leaving, he gave the paparazzi a closer look at his wrist, proudly flaunting the colourful rakhis tied by his sisters. The heartwarming gesture instantly melted the hearts of fans online. For the jet set look, Yash was dressed in a comfy half-sleeved shirt and relaxed trousers, keeping it casual yet cool. A beanie cap and brown mask completed his look – was he hiding a look for his next project? Meanwhile, it was his sweet wave and the way he showed off those rakhis that truly stole the show. Yash In Ramayana Yash has lately been in the headlines for his interesting slate of projects lined up for release. Next, he will be seen portraying Raavan in Nitesh Tiwari's Ramayan and the first look teaser of the film was released a few weeks back. Ever since its release, the glimpse has been creating waves online, featuring Ranbir Kapoor as Lord Rama and Sai Pallavi as Sita. Yash, who also serves as co-producer in the film, wrote a note on X to express his excitement. It read, 'Ten years of Aspiration. Relentless Conviction to bring the Greatest Epic of all time to the World. A collaboration with some of the world's best, ensuring Ramayana is presented with the utmost Reverence and Respect. Welcome to the Beginning… Let's celebrate the IMMORTAL story of Rama v/s Ravana. Our Truth. Our History." Ten years of Aspiration. Relentless Conviction to bring the Greatest Epic of all time to the World. An outcome through a collaboration of some of the world's best to ensure that Ramayana is presented with the greatest amount of Reverence and to the Beginning.… — Yash (@TheNameIsYash) July 3, 2025 Ramayana's Teaser Directed by Nitesh Tiwari and produced by Namit Malhotra's Prime Focus Studios in collaboration with Yash's Monster Mind Creations, Ramayana brings on board Oscar-winning VFX house DNEG for breathtaking visuals in the film. The team promises a retelling of the Indian epic with world-class effects, designed for IMAX and global audiences. The teaser released earlier this year opens with a powerful tribute to Brahma, Vishnu and Shiva before diving into spectacular sequences of the lead characters. Packed with stylised animation, emotional depth, and stunning visuals, the teaser sets the tone for an unforgettable saga, set to release in the coming years. Interestingly, Ramayana will release in two parts — Part 1 in Diwali 2026 and Part 2 in Diwali 2027. Besides Ramayana, Yash is also busy filming Toxic alongside Kiara Advani, which is slated for a 2026 release and is rumoured to clash with Sanjay Leela Bhansali's Love And War. First Published: August 09, 2025, 14:41 IST Disclaimer: Comments reflect users' views, not News18's. Please keep discussions respectful and constructive. Abusive, defamatory, or illegal comments will be removed. News18 may disable any comment at its discretion. By posting, you agree to our Terms of Use and Privacy Policy.
Time of India
3 days 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:
Hindustan Times
4 days ago
- Entertainment
- Hindustan Times
Chetan Hansraj confirms playing Raavana's nana in Ramayana, reveals how the film begins
Actor Chetan Hansraj has confirmed his role in Nitesh Tiwari's highly anticipated epic Ramayana, starring Ranbir Kapoor as Lord Ram and Yash as Raavan. Chetan revealed he plays Sumali, Raavan's maternal grandfather, and that the film's narrative opens with his character — setting the stage for what he describes as one of the most remarkable cinematic experiences of his career. Chetan Hansraj confirms his role as Sumali in Nitesh Tiwari's Ramayana, featuring Ranbir Kapoor and Yash. Chetan talks about his role in Ramayana In a recent conversation with Minutes of Masala, Chetan shared his excitement, saying, "I just finished shooting for Ramayana — the one with Ranbir and Yash. It's one of the best things I've done in my life. The scale, the shoot, the Hollywood crew — absolute legends. It was unbelievable." Chetan emphasised the significance of his role as Sumali, calling it 'very crucial' to the film's opening. He noted that the film starts with his character's storyline, which plays a foundational part in the broader Ramayana narrative. Though tight-lipped about specific plot points, the actor hinted at the sheer grandeur of the production, saying that even veteran Hollywood technicians on set were amazed by the scale. "I'm playing Raavan's nana in the film. It's a very crucial role… It starts with him. It's one of the best shoots I've ever done in my life. I can't say more, but it is by far the best shoot I've ever done…I've never seen anything like this. Even the people who had come from Hollywood were like, 'Boss, this is something else'," Chetan added. About Ramayana Directed by Dangal and Chhichhore filmmaker Nitesh Tiwari, Ramayana is being produced on a massive scale with a blend of Indian mythological storytelling and global production values. The film also stars Sai Pallavi as Sita, Sunny Deol as Hanuman, Lara Dutta as Kaikeyi, Sheeba Chaddha as Manthara, Ravi Dubey as Lakshman, and veteran Arun Govil as King Dasharatha. The project is being planned as a two-part saga, with Ramayana: Part 1 scheduled for a Diwali 2026 release, followed by Part 2 in Diwali 2027. According to reports, filming for the second installment is expected to begin by October this year.
Time of India
4 days ago
- Entertainment
- Time of India
Chetan Hansraj calls 'Ramayana' his best shoot ever; Says, "Film starts with my character"
(Picture Courtesy: Facebook) The excitement around Nitesh Tiwari 's 'Ramayana' continues to build, and actor Chetan Hansraj has added fuel to the fire by confirming his role in the much-anticipated epic. Speaking to Minutes of Masala, Chetan revealed that he plays Sumali, Raavan's maternal grandfather, a character that sets the stage for the entire saga. 'It starts with him,' Chetan said, expressing just how significant his role is in the story's grand opening. Though he couldn't divulge much, his enthusiasm was unmistakable as he called it 'by far the best shoot' of his life. 'Unbelievable scale, legendary crew' Having wrapped his portions, Chetan couldn't stop raving about the scale and quality of the production. 'What a shoot! Unbelievable. We worked with legends from Hollywood—it was surreal,' he said. According to the actor, even the international crew members were blown away by the magnitude of the project. 'They were like, 'Boss, this is something else.'' The experience, he said, was not just career-defining but also deeply educational. 'Just being on that set was a learning curve,' Chetan added. Star-studded cast, grand release plan Directed by Nitesh Tiwari, 'Ramayana' features Ranbir Kapoor as Lord Ram, Sai Pallavi as Sita, and Yash in the powerful role of Raavan. Sunny Deol will portray Lord Hanuman, while other key characters include Lara Dutta (Kaikeyi), Sheeba Chaddha (Manthara), Ravi Dubey (Lakshman), and Arun Govil (King Dasharatha). The film is expected to be released in two parts, Part 1 arriving in Diwali 2026 and Part 2 following in Diwali 2027. Reports suggest that the second part will begin filming by October this year. The expectations are high for the Ranbir Kapoor starrer. Recently the makers shared the announcement teaser for the film which piqued curiosity due to the fact that it marks the first time collaboration between Hans Zimmer and AR Rahman. Ramayana - The Introduction
