Singer-actor
Dhanush,
who
is
on
a
roll
with
the
positive
response
to
Raanjhanaa
and
Mariyaan,
has
a
new
endorsement
in
his
kitty.
He
is
now
the
face
of
chewing
gum
brand
Center
Fresh.
Dhanush,
whose
popularity
went
several
notches
high
thanks
to
his
song
'Why
this
kolaveri
di?',
will
feature
in
the
new
TV
commercial
of
the
product,
which
is
under
confectionery
brand
Perfetti
Van
Melle
India
(PVMI).
"It
feels
great
to
be
associated
with
Center
Fresh.
Looking
forward
to
work
on
some
exciting
campaigns
for
the
brand," Dhanush
said
in
a
statement.
Dhanush's
youth
connect
is
a
vital
reason
why
he
has
been
chosen
to
endorse
Center
Fresh,
which
itself
is
popular
among
the
youth.
"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," said
Mandar
Keskar,
category
head
(Gums),
Perfetti
Van
Melle
India.
A
new
TVC
for
the
brand
is
currently
under
development
and
it
will
be
released
later
this
year.
IANS