MUMBAI: Perfetti Van Melle India (PVMI) has signed on singer and actor Dhanush as the new face for its flagship chewing gum brand Center Fresh. Dhanush will feature in the new television commercial of the brand and in all mobile and internet communication.

Commenting on Dhanush‘s association with the brand Perfetti Van Melle India, category head-Gums Mandar Keskar said, "While Dhanush is taking his first steps in Bollywood, in our key markets he is very popular especially among the youth. We are really looking to leverage Dhanush‘s equity to help take Center Fresh to the next level."

The brand feels that Dhanush perfectly embodies the Center Fresh spirit at the core of which is Freshness - thus making him a natural fit.

Commenting on his endorsement, Dhanush said "It feels great to be associated with Center Fresh which is one of India‘s most loved brands. Looking forward to work on some exciting campaigns for the brand."

Ogilvy& Mather‘s NCD Abhijit Avasthi commented: "We are quite excited to work with Dhanush. After Kolaveri Di and now - Raanjhana, all eyes are definitely on him. His value addition to the brand will be immense."