MUMBAI: Center Fresh, with its ‘Zubaan Pe Rakhe Lagaam’ proposition, has recently launched a digital campaign called ‘Gum Charades’.

Ogilvy & Mather handles the brand. The agency’s NCD Abhijit Avasthi said, “Center Fresh is a youth driven brand and is in the process of establishing itself in the digital sphere. Through Gum Charades, Center Fresh is revamping a popular game and adding a digital twist to it. We hope this game will be a hit among 15 to 24 year olds.”

To translate the real experience of playing dumb charades to the digital medium a microsite has been created: www.centerfresh.in/gumcharades. To popularise the concept of Gum charades and drive traffic to the micro site, the brand has tied up with TV channels like 9XM, Channel V, M tunes and Zoom for content integration and will also be airing radio spots on popular radio stations in Delhi, Mumbai and Pune.

Commenting on the campaign, Perfetti Van Melle India category head - gums Mandar Keskar, said, “Most digital initiatives today are adapted from television campaigns. With the growing relevance of digital as a medium especially amongst youth (our core TG), we realised that it’s important to customise brand content for this medium rather than adapt it. Gum Charades, is one such initiative in this direction. As far as the concept is concerned, it’s rare to find a popular game with a natural brand fit; we have been quite lucky in this aspect.”

“We wanted an idea which was platform agnostic for Center fresh,” said Maxus Delhi general manager V Narayanan. “The concept of Gum Charades resonates seamlessly with the brand proposition, which consumers are willing to share across their social networks for its unique entertainment quotient.” The media agency is behind this idea.

Apart from the microsite, the game can also be played on Facebook where an app has been created and on mobile platforms like Rocketalk and Vuclip.