Perfetti Van Melle India, which makes confectionery products, today said it has roped in southern actor Dhanush as the brand ambassador for its flagship chewing gum brand Center Fresh.
"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," Perfetti Van Melle India category Head for gums Mandar Keskar said in a statement.
The 'Kolaveri Di' singer will feature in the new television commercial of the brand and in all mobile and internet communication, the company said.
The Italian firm owns popular candy and chewing gum brands like Mentos, Happydent, Chlormint, Alpenlibe and Center Fresh in India.
Published 31 July 2013, 12:25 IST