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Tag: Cadbury Perk

  • Cadbury Perk and Alia Bhatt ask people to ‘Take it Lightly’ in their new campaign

    Cadbury Perk and Alia Bhatt ask people to ‘Take it Lightly’ in their new campaign

    Mumbai: Cadbury Perk, one of Mondelez India’s iconic and fun brands, launches yet another playful campaign with Bollywood Actress Alia Bhatt. Through a delightful TV commercial, Cadbury Perk encourages consumers to embrace life’s challenges with a light-hearted attitude, echoing the mantra ‘Take it lightly’.         

    In a world that’s often filled with small stresses and uncertainties, Cadbury Perk believes in the power of positivity and light-hearted fun. With its latest campaign, crafted on the back of the brand’s purpose ‘Take It Lightly,’ Cadbury Perk is on a mission to inspire individuals to approach life’s twists and turns with humor and optimism. Through an engaging narrative, Cadbury Perk aims to resonate with its audience, and encourage them to navigate life’s ups and downs with a smile and a Perk in hand.

    Speaking about this, Mondelez India president- marketing Nitin Saini said, “Since its inception, Cadbury Perk has been rooted in the youth culture owing to its fun persona and lighthearted narrative. Continuing this legacy, our new film showcases how a simple change in attitude can make a big difference in positively navigating life’s twists and turns. We believe this campaign will resonate with young consumers who live life with the same vivacity as personified by our brand ambassador Alia Bhatt, inspiring them to embrace a lighter and more joyful approach to everyday challenges”. 

    Speaking about the collaboration, Bhatt expressed her excitement, saying, “I have always been a fan of Cadbury Perk as I deeply resonate with their belief to ease through life’s small disappointments with humor and optimism. This long partnership has been an absolute delight!”

    Ogilvy India CCO Sukesh Nayak said, “We are very excited to create a new film for Cadbury Perk. This brand stands for the need of the hour – to take things lightly. There are everyday niggles that take over the best of us, dampening our mood. Perk with its light chocolate format helps us overcome such moments in life by making our mood lighter. We had fun collaborating with Alia Bhatt and Prasoon Pandey on this project, both known for always taking things lightly.”

  • Cadbury Perk urges people to ‘Lighten up’ in new campaign

    Cadbury Perk urges people to ‘Lighten up’ in new campaign

    Mumbai: How does one ensure that absolutely no one takes offense to content one posts online? Simple- add a disclaimer that denies any accountability or responsibility whatsoever! Taking this thought further is Mondelez India’s latest campaign for Cadbury Perk titled, what else- ‘Disclaimers’.

    The digital times we live in have been shadowed by a climate of social media-triggered outrage and ‘cancel culture’. Brands and advertisements have come under the scanner for allegedly offending the sensibilities of a section of the netizens. Keeping this in mind, Cadbury Perk has come out with a quirky yet impactful campaign that throws light on today’s cancelled culture and urges the country to ‘lighten up’. To bring the ‘Cadbury Perk Disclaimers’ campaign alive, tongue-in-cheek disclaimers have been inserted into popular YouTube videos, to draw attention to the most trivial things that people may take offense to in today’s times.

    Reiterating the brand’s proposition of ‘Take It Light’, the campaign conceptualised by Ogilvy, highlights how people today have become overly sensitive and take offense over the smallest things, and need to lighten up. The inserted disclaimers that border on the hilarious help draw attention to the most trivial things that people may take offense to in today’s times. While the internet bursts with criticism at literally every scroll, this campaign urges netizens to chill and lighten up a little.

    Mondelez India vice president – marketing Anil Viswanathan said, “‘Cadbury Perk Disclaimers’ is our attempt at addressing the growing cancel-culture, especially the most trivial things posing as strong triggers – right from someone’s hair or holiday plans. Whether it’s a website or a post on Instagram, this culture has augmented the use of disclaimers, and we aim to parody this trend through offbeat disclaimers calling out the frivolousness of some of these issues. Thus, just like Cadbury Perk, urging everyone to ‘Take It Light’.”

    To do this, the brand created disclaimers for the most trending videos and top video searches and then used back-end automation to further customise them for countless videos.

    The campaign is supported with a digital film that puts the spotlight on controversies the country has witnessed playing out on social media platforms on a frequent basis, which is invariably followed by an apology and another wave of criticism debating the very nature of it. The film concludes by showcasing the brand’s idea of placing mock disclaimers for the most trending videos across genres on YouTube, about hilariously absurd reasons to be offended, thus driving home the message, ‘Cadbury Perk Khao, Light Ho Jao’.

    Ogilvy India chief creative officer Sukesh Nayak said, “These days we get triggered by anything and everything. Perk has a history of work that has always stood for keeping things light and fun. So, our idea is quite fun and modern, adding a fun warning before any video that you may watch. Ensuring things remain light, no matter what.”

    “Through Perk Disclaimers campaign, we intend to create a counterculture to the habit of finding something controversial in the most unexpected of topics,” added Wavemaker India chief client officer & head – West Shekhar Banerjee. “To give the campaign scale, we needed to find the content most watched by the youth. Since this could mean a massive number of videos, we leveraged the power of AI and automation to create custom ad versions and deployed them against the video which suited it the most. We have created a custom API with Google that would help get a pulse on the most trending videos on YouTube. Custom bumpers would then be created and played before top trending videos on YouTube.”

    The campaign is currently live on YouTube and will be further amplified through other relevant digital platforms and content creators, the brand said. Similarly, there would be multiple renditions of the core campaign proposition- whether in the form of a fun consumer or influencer engagement, to remind people to ‘Take It Light’.

  • Fulcro launches Fulcro Communications, forays into mainline with dedicated communications agency

    Fulcro launches Fulcro Communications, forays into mainline with dedicated communications agency

    Mumbai:  Fulcro, announced its entry into the mainline communication space through their new company, Fulcro Communications. The move comes after they onboard mainline industry young talent to bring creative firepower and build a  completely independent business unit that would compete with the best mainline agencies out there.

    Fulcro has always been a disruptive agency, they yet again prove it by reverse integrating the integrated agency structure. In a perfect world mainline agency have forayed into digital through partners, Fulcro takes a disruptive step of integrating mainline into digital integrated ecosystem.

    Commenting on the move, Mr. Sabyasachi Mitter, Founder and Managing Director, Fulcro, said, “When the world has moved onto a multi-screen experience, then why does mainline advertising have to be just a TV experience. The integration of Digital with TV was inevitable, we have just positioned ourselves as the ultimate hybrid, since we have a legacy of digital and now the creative brains of mainline.”

    “In a digital first world, where ideas are born with a digital audience in mind, the lines between ‘mainline’ and ‘digital’ are purely imaginary. While mainline agencies have either acquired digital agencies or setup in house digital teams to stay competitive, it was time for Fulcro to add the mainline story telling might to its portfolio so as to be able to offer clients a real fully integrated service. We had always had best in industry strategy, planning, digital, technology and data capabilities, by adding world class mainline communications capabilities we complete our portfolio. This will give clients a nimble, digital first and cost competitive mainline offering that can compete with the best out there.” adds Mitter.

    Fulcro communications, will be spearheaded by 3 seasoned advertising specialists, they bring together their young energy and over a decade of advertising experience

    Akshat Trivedi, who brings in the storytelling expertise that he has proven through work on Saregama Carvaan, FOGG, Star TV, Cadbury Perk, Nutrela, Zeel Rainwear, ASUS, SBI Life insurance, Coverfox, TB awareness campaign and so on. 

    Brijesh Parmar, who has bagged a bagful of national and international awards including Cannes for his design, for work on brands like McDonalds, Bajaj Electricals, Tata Capital, Cadbury Eclairs, etc.

    Jugal Kathuria leads the charge on the agency management and strategy front with experience across brands like Tata Sky+, Microsoft, FOGG, Aditya Birla group, Saregama etc.

    The trio are moving steadfast towards a singular goal to make communication truly integrated, memorable and disruptive.

    Currently, the new arm has been serving the needs of current clients of Fulcro, but soon they will be visible on the pitch block against some of the best in the industry. Fulcro has been in business with reputed Indian companies like NPCI, ACC Cement, Hero MotoCorp, ASUS, Airtel, Tata Docomo, Pepsi, Kotak Mahindra, Whisper, Zee, Canara HSBC OBC Insurance, Tata Motors, P&G, Croma, MakeMyTrip, Renault, SBI, Marico, Bajaj Auto, Tata Strategic Management Group, Bajaj Electricals, Tata Teleservices, Morphy Richards, Bajaj Finserv, Aristocrat, GAP, Standard Chartered Bank, Pearson Education, Kohler, Religare, Vivanta By Taj, and many others. The integrated digital marketing and communication agency has been instrumental in creating innovative and effective marketing campaigns that synchronize the approach of the creative medium backed by technology and data. The parent company is dedicated to catering to the business needs of a brand in every aspect.

  • Ananya Panday roped in as the new face for Cadbury Perk’s ‘Masti Ka Daily Dose’ narrative

    Ananya Panday roped in as the new face for Cadbury Perk’s ‘Masti Ka Daily Dose’ narrative

    MUMBAI: Mondelez India’s iconic brand, Cadbury Perk launched its latest campaign ‘Masti ka Daily Dose’ featuring Bollywood’s ‘Next Gen Star’, Ananya Panday and acclaimed director, Anurag Kashyap. Conceptualized 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 Panday 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.”

    Brand Ambassador, Ananya Panday, said, "Super thrilled to be associated with Cadbury Perk – my new partner in MASTI. A brand that is fun, easy-going, Cadbury Perk reflects my own playful personality. The TVC is about Masti ka daily dose and shooting it was full of masti too."

    Amitabh Agnihotri, Group Creative Director, Ogilvy India said “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”

    In the teaser ad, Anurag Kashyap is shooting Ananya Panday for the chocolates commercial. The director asks her to be available for the next day’s morning shoot, but Ananya refuses, replying “Sorry, not available”. Pondering how to meet the deadline, he takes a bite of Perk and mischievously decides to use the practice sessions shoot- post taking approval from the actor. The result in the second teaser turns out funny as the director showcases his ‘masti’ by using Ananya’s inset in different scenarios.

  • Digit 9.0 adds Cadbury Perk’s social media mandate to its kitty

    Digit 9.0 adds Cadbury Perk’s social media mandate to its kitty

    MUMBAI: Cadbury has entrusted social media duties for its wafer chocolate brand Perk to online marketing company Digit 9.0. The agency already handles Cadbury‘s bubblegum brand Bubbaloo.

    Digit 9.0‘s earlier work with Cadbury helped them clinch the account.

    The online communication will be centered around the young generation and will involve trending youth topics. The agency also plans to cash in on the mega sporting event – the Olympics for its brand communication strategy online.

    Digit 9.0 is a part of Nine Winds Media and provides services of website design and development, social media optimization, online advertising and content creation. Some of the brands in its portfolio are confectionary brand Ravalgaon, Shemaroo, Godrej, Reliance Big Pictures, Moserbaer and Balaji Telefilms.