Kolkata: Leading gum & mint brand Center fresh announces its collaboration with MTV India to release a special track ‘Taazi Saans, Taazi Soch’ dedicated to the young and spirited voices across India in the context of the ongoing health care issues across the country.
As one of the country’s leading youth brands, Center fresh’s latest initiative recognizes the youth of today as passionate beacons of change through their fresh approach & formidable voices.
The sensitivity, fresh thinking and approach of young minds are a testament to how they have braved through the life-altering second wave of the pandemic. This ‘never-say-never’ and fresh spirit has been vividly expressed by ace rapper Krsna in the track, ‘Taazi Saans, Taazi Soch’ and endorsed by Center fresh.
From donating food and masks, helping migrant workers, to young doctors educating brave healthcare professionals with workshops and verifying leads for oxygen cylinder availability to hospital beds through social media, this RAP song video showcases all the real-life instances from the second wave of COVID-19.
Rohit Kapoor, Director Marketing, Perfetti Van Melle India, said, “With this initiative, we wanted to spotlight the power of a fresh perspective within the fold of our communication. This year, we decided to salute the resolve, dedication and fresh perspective that the country’s youth demonstrated during the second wave.”
Commenting on the song, Krsna said, “I am happy to have partnered with Center fresh and MTV to come up with this track that is a tribute to the fresh thinking of the youth and spells out what the youth is actually capable of.”
This initiative was co-conceptualized by Perfetti Van Melle India Pvt. Ltd. and Wavemaker India in partnership with MTV India.