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Cadbury Perk ups the quirky fun factor

Titled ‘Jiyo Lightum Light’, Perk’s new campaign, created by Ogilvy & Mather Mumbai, is all about enjoying the lighter moments of life

BestMediaInfo Bureau | Mumbai | April 6, 2015

Cadbury-Perk-TVC Click on the image to watch the TVC.

Mondelez India Foods (formerly Cadbury India) has rolled out a new TVC for brand Cadbury Perk. Known for its quirky communication, Perk’s new campaign, created by Ogilvy and produced by Tubelight Films, is all about enjoying the lighter moments of life.

The brand has signed up actor Alia Bhatt as its ambassador. In the TVC, Alia is seen in a playful and mischievous avatar, bringing to life Perk’s new ‘Jiyo Lightum Light’ campaign. The TVC begins with a shot of Alia enjoying a Perk bar with her girlfriend. The first bite of the chocolate sparks her naughty side and she goes on to play a prank on two men in the vicinity.

Commenting on the new TVC, Prashant Peres, Director, Marketing - Chocolates, Mondelez India Foods, said, “Perk is a brand that believes in infusing fun into the mundane and our new TVC hopes to trigger the quirky side in everyone. In the past, we have had vivacious personalities like Preity Zinta, Genelia D’souza, who embody what Perk stands for – youth, fun and mischief. So, Alia Bhatt was our natural choice for the brand as she brings the ‘Jiyo Lightum Light’ tagline to life so effortlessly. Perk enjoys a great connect with consumers, who believe in taking life lightly and now, with the very popular and bubbly Alia on board, we believe this connect will only get stronger.”

Kawal Shoor, National Planning Director, Ogilvy & Mather India, added here, “Pick up a Perk and see what happens. The wafer and the chocolate are fused so expertly that you don’t just experience a nice light chocolate, it also lightens you. That’s such a necessity in modern life. And that’s what our communication tries to bring alive. And having a personality like Alia helps. She makes the steak sizzle.”

The TVC:



Client: Mondelez Foods India

Brand: Cadbury Perk

Agency: Ogilvy & Mather, Mumbai

Creative Team: Sameer Sojwal,? Amitabh Agnihotri

Account management: Walter Noronha, Pratik Koltharkar, Vedangi Dandwate

Account planning: Kawal Shoor, Vipasha Bhuptani, Ravichandran Ramanujan

Production house: Tubelight Films

Director (film): Prashant Issar

Producer: Radhika Sawhney

Director of photography: KU Mohanan

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