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Tag: Cadbury Perk

  • As brand ambassador to promote new mantra to 'Take It Light'

    Cadbury Perk brings back Alia Bhatt

    By Our Staff

    Cadbury Perk has roped in Alia Bhatt yet again for a new campaign. The film encourages consumers to face life’s twist and turns with tagline ‘Take It Light’.

    Said Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India: “Cadbury Perk has been rooted in the youth culture, since its inception almost 25 years ago, owing to its fun persona and relevant messaging – we propagated the message of ‘Masti’ from 2015 which resonated well and helped establish Perk as a fun brand. This time, we wanted to be rooted in the product and reinforce the delightfully light eat-experience of Perk. Today’s youth believe in facing life’s stresses with lightness. Our launch film and tagline ‘Perk khao, Light ho jao’ attempts to land the message that Perk is THE light chocolate, in a fun manner, through the route of levitation. In the past, we have had lively and high-spirited personalities to cater to the youth cosmos like Preity Zinta, Genelia D’souza and Ananya Panday who embody what Cadbury Perk stands for – youth, fun and Joie De Vivre. With Alia Bhatt back on-board as the face of the brand, we are positive that she will bring the ‘Take It Light’ proposition to life effortlessly with her bubbly persona and strong youth connect.”

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “This is a super fun idea on lightness, executing this was truly a ball. Working with Alia, Pavail and Bob was just lots of masti. I believe, the social surround around the idea and the film will beautifully bring the core idea to life – Perk khao, light ho jao.”

     

     

  • The campaign is based on the actor-director camaraderie where Anurag pulls a prank on Ananya

    Ananya Panday roped in as the new face for Cadbury Perk

    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.”