'Life Hai, Kitkat break banta hai,' says Kitkat in new spot

The new normal today has brought with it a lot of stress and anxiety with people, especially the youngsters, having to adapt many new and different ways of going about their daily activities. 

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At this time, the new Kitkat brand campaign ‘Life hai, Kitkat break banta hai’ featuring Ayushmann Khurrana empathises the new reality the Indian youth is facing and encourages them to take a break from these new daily situations and come back with a fresh perspective to enjoy a moment together with a smile, positivity and enthusiasm. The campaign has been conceptualised by Wunderman Thompson, Delhi. 

Nikhil Chand, Director, Foods and Confectionery, Nestlé India, said, “Over the last 25 years, Kitkat, with its positioning of 'Have a break, have a Kitkat', has made millions of Indian consumers have enjoyable breaks with delicious, crispy Kitkat fingers. Our new campaign ‘Life hai, Kitkat break banta hai’ celebrates the resilience and adaptability the Indian youth have been displaying. The campaign highlights how, when at times, ‘the new normal’ may get ambiguous and stressful for the youth, all it takes is a meaningful pause with the deliciousness of a Kitkat break to gain a fresh perspective on situations that they may be faced with. The film encourages the youth to take a short break and come back with a smile and renewed positivity to effectively deal with the unsaid conflict the new normal brings to their lives.” 

Expressing his thoughts on the association, Khurrana said, “While we continue to adapt to a new lifestyle and manage the everyday challenges, I have realised the importance of taking little breaks regularly. Adapting to the new reality and staying away from their comfort zone of friends, college, etc., has been the toughest for the youth, and I can imagine the stress and anxiety in their lives. Taking a short Kitkat break and together making the situation more playful and filled with smiles is something we all can resonate with right now.”

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