By A Correspondent
No, this isn’t an update on whether Kartik Aaryan and Ananya Panday are dating each other (see, we are fairly up and about with the goss). Cadbury Perk has launched its latest campaign ‘Masti ka Daily Dose’ featuring Panday and director Anurag Kashyap. Conceptualised by Ogilvy and Mather, the campaign is based on the actor-director camaraderie where Anurag pulls a prank on Ananya to get her to shoot for a Cadbury Perk commercial.
Commenting on the same, Anil Vishwanathan, Director – Marketing (Chocolates), Mondelez India, said: “Cadbury Perk is a brand that believes in infusing fun into the mundane and our new campaign lives up to that in an exciting, youthful way. In the past, we have had vivacious personalities like Preity Zinta, Genelia D’souza, and Alia Bhatt who embody what Cadbury Perk stands for – youth, fun and Joie De Vivre. As the new face for Cadbury Perk, Ananya Pandey was our natural choice for the brand as she is seen as a rising youth icon and brings alive the brand purpose to life so effortlessly. The brand has a good connect with the youth and with Ananya on board we believe this connect will only get stronger.”
Added Amitabh Agnihotri, Group Creative Director, Ogilvy India: “Cadbury Perk is known for its light hearted pranks and masti-ful approach for the last few years. Now with Ananya Panday as the new face of the brand, and both she and Anurag Kashyap playing themselves in the campaign, the brand has pushed the envelope in every aspect of communication. This time the whole campaign unfolds as if shot behind-the-scenes and in an unscripted style. I hope our audience will enjoy the campaign as much as we loved creating it.”