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Kit Kat communicates brand message with ‘Dancing Babies’

Conceptualised JWT Delhi, the TVC was first showcased on the digital medium before it debuted on television. It crossed a million views on YouTube

Shachi Tapiawala | Mumbai | January 29, 2013

Nestlé has rolled out a new TVC for Kit Kat as part of the brand’s communication theme ‘Good things happen when you take a Kit Kat break’. The brand message was communicated memorably through earlier TVCs – Squirrels (2010) and Birds (2012). The current ‘Dancing Babies’ TVC has been conceptualised and executed by JWT Delhi.

The campaign opens on a student doing the usual round with his professor and fellow students in a daycare centre. As he steps back to take a break with Kit Kat he notices the babies drumming up a delightful musical beat and swaying to it animatedly. The Kit Kat Break energises and refreshes the student and he starts grooving only to realise that his Kit Kat is over. The highlight of the TVC is the infectious spontaneity and joy that you see in the babies.

Commenting on the campaign, Himanshu Manglik, Spokerperson for Nestle India, said, “Nestlé Kit Kat is one of the most loved brands across the world. The current creative brings in a fresh emotional approach to bring alive the same message. It uniquely shows how taking a Kit Kat Break helps you notice something good which you might have otherwise missed. This brand connects with the youth and continues to speak to the youth. The idea that Kit Kat Breaks help you look beyond the obvious is a strong concept and the youth connect well with it.”

The highlight of the TVC is the infectious music track, created by celebrated music producer Mikey McCleary. The TVC has been directed by Shyam Madiraju, from Gobsmack. Bobby Pawar, Chief Creative Officer, JWT, and Madiraju worked closely with animation experts from Crater Film Studios,Belgrade, to create the mix of real and animated “baby” shots.

Bobby Pawar, detailing the execution, said, “The idea that something good can happen when you take a Kit Kat break is in its third year. We had to raise our game and inject some freshness or the campaign would lose its impact. What worked in the first two years is that the commercials borrowed from popular culture by taking and reinterpreting classic hit songs. This time around we are taking things up a notch and trying to create a pop culture moment. So the idea was to do a baby pop concert. The first part of it is the music. It’s made up entirely of sounds made by babies, even the drumming and the rattles rattling. They were arranged in such a way that a catchy beat and hook was created. The other part of the baby concert is the dancing, which is simple yet kind of unique. Why babies? It came from the insight that watching babies play will put a smile on anyone’s face. If you watch them doing something you haven’t seen before, that smile will be multiplied.”

The film was showcased on the digital medium before the TVC launch and had already crossed a million views on YouTube. Television will be the lead medium for the campaign with a high frequency intensive burst on a mix of mass and regional channels. Digital and Facebook will also be key pegs in the campaign.

The TVC:

[youtube]http://www.youtube.com/watch?v=QQuCk28uNiw[/youtube]

Credits: Agency: JWT Chief Creative Officer: Bobby Pawar National Creative Director: Swati Bhattacharya Planner: Pinaki Bhattacharya Account Management: Babita Baruah,  KRK Ganesh, Siddhartha Ghose Director: Shyam Madiraju Production House: Gobsmack! Films: Anupama Ahluwalia, Dawa Lama

Shachi@BestMediaInfo.com

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