Mumbai: According to a consumer research conducted by Cadbury India, a lot of people consume Cadbury Perk as a ‘mood enhancer’. Keen to build on this strong consumer connect, Cadbury India conceptualized its new advertising campaign ‘Take it Lightly with Cadbury Perk’ for its leading wafer chocolate brand.
The campaign was kick started this week with a television commercial featuring Bollywood actor Sharman Joshi. It communicates the ‘Take It Lightly’ platform in a humorous manner.
The storyline unfolds with Sharman Joshi getting marooned on a remote island and trying various things to get out of it. One day, he sees a ship passing by the horizon and jumps up and down with joy. He wants to send a signal to them and suddenly remembers the ‘Flare Gun’ that had come in with him along with the debris.
He fires the flare and watches for reactions from the ship. To his great shock he realizes the flare goes straight into the ship and it bursts into flames. He then has his Cadbury Perk and shrugs away his disappointment. Then a Voice Over: Yeh life hai…take it lightly. Later, he notices a beautiful girl washed up to the Island from the debris of the recently burst ship. Smiles. Cadbury Perk, Take it lightly.
The campaign has been conceptualized by Ogilvy & Mather Advertising. Creative Directors Anup Chitnis and Rensil D’Silva have worked on the film. The film is directed by Chitnis and produced by Vikram Bangera.
Cadbury Perk along with its new variant Ulta Perk has been seeing an upward growth in the market. The new campaign seeks to further reinforce the brand appeal among core teens.
Cadbury India executive director – marketing Sanjay Purohit said, "The new proposition seeks to marry a consumer insight with the product benefit in an engaging and contemporary manner."
The idea is not just limited to a television commercial. It has been brought to life through the various influencing points in the target consumer’s life – Radio, Print, Outdoor and on-ground. This includes tie ups with Café Coffee Day and mobile and online gaming on Zapak.com.