Conceptualised by JWT, the Kit Kat Senses ad film further strengthens the brand promise of the Kit Kat Break and rediscover the multi-sensorial meaning of life
BestMediaInfo Bureau | Delhi | March 19, 2015
Reconnecting with senses and rediscovering the nuances of life is the essence of the new ad film that Nestlé India has released for Kit Kat Senses, the brand’s entry into the premium category. The campaign has been conceptualised by J Walter Thompson.
The USP of the new Nestlé Kit Kat Senses is slow-churned chocolate that requires conching for more than 12 hours. This gives an enhanced taste and a smooth texture to the chocolate. Celebrating the launch of the two new variants, the film narrates the story of relishing Nestlé Kit Kat Senses and the pleasures of reconnecting with our senses.
According to Mayur Bhargava, General Manager, Chocolates and Confectionary, Nestlé India, “There is a constant urge to stay connected, which has resulted in a ‘wired’ lifestyle; there seems to be no break from plug points, extension cords, bandwidth and battery life. The hectic pace of modern life, fuelled by technology, can sometimes drown our ability to enjoy the five human senses. And, signifying the importance of taking a break which is enriching, and enables us to enjoy the nuances of life, is what we want to convey through the new Kit Kat Senses ad film.”
“The clock striking 12 is symbolic of the time taken for the ‘slow churn process’, where temperature, motion and time are the three secret ingredients for a delectable chocolate treat,” he added.
The ad film depicts the story of our lives, where human connections have gone haywire literally and figuratively speaking. Today, we have become a tech savvy generation constantly engaged with multiple interfaces and no peace of mind. In such a scenario, we are unable to disconnect and make time for ourselves. This is where Kit Kat Senses allows us to take a break.
Embracing a clutter free life is almost equivalent to the ‘slow churn’ chocolate making process, which gives a new meaning to life and living. And, based on a strong relationship between aroma, intensity and texture development, Nestlé Kit Kat Senses helps reconnect with our long lost sense.
Commenting on the campaign, Saurabh Saksena, Senior Vice-President, JWT, New Delhi, “The task for J Walter Thompson was to create something magical for Kit Kat Senses, while further strengthening the iconic brand promise of the Kit Kat Break. Searching for the answer, we immersed ourselves into the consumers’ lifestyle and realised that they actually need to take breaks from the tempting, yet wired world they live in. Kit Kat Senses itself provided the big idea. It is a delectable chocolate treat, born as a result of slow churning of chocolate for 12 hours and inspires you to slow down in this hyper-connected world and re-connect with your senses.”
Senthil Kumar, Writer & National Creative Director, JWT India, added here, “In our increasingly hectic and frenzied pace of life, we have trapped ourselves within technological and wired walls, constantly looking for more bandwidth and long battery life and trying to adapt to the latest. We have thousands of connections, but with no peace of mind, and are struggling to stay connected 24x7. Life is much more than this and we need to reconnect with our senses. The Kit Kat Senses film is based on this insight. It focuses on the slow churn of the chocolate for 12 hours, which gives the chocolate a rich and smooth exquisite taste that helps you rediscover the multi-sensorial meaning of life.”
Credits: Agency: J Walter Thompson Creative: Senthil Kumar, Amit Shankar Client Servicing: Saurabh Saksena, Rohit Sharma, Siddhartha Ghose Planning: Pinaki Bhattacharya, Kamakshi Thareja Film Production: Mandeep Singh