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Popular confectionary manufacturer Perfetti Van Mella has been enjoying a good market in India for over a decade. One of their best selling products is the chewing gum, Center Fresh. In the 90s the product was advertised as the official chewing gum of the Indian cricket team. Now, word has it that the brand is keen to rope in Dhanush as their new brand ambassador.

After gaining pan-India attention through ‘Kolaveri’ Dhanush has done exceptionally well to consolidate his popularity through his performance in Raanjhanaa. The film, and his pairing with Sonam Kapoor, has earned them a high profile contract from one of the top selling cosmetic brands, Lux, which has been associated with the Bollywood big-wigs. Brand endorsements aren’t all that alien to Dhanush as he was associated with a couple of names such as Boost and Tata Nano in the recent past.