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Cadbury Perk aims to ‘Take it Lightly’

15-April-2008
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Cadbury Perk aims to ‘Take it Lightly’

Cadbury Perk has unveiled its latest TV campaign featuring actor Sharman Joshi, which communicates its ‘Take it Lightly’ (mood uplift) proposition in a humorous manner. The campaign has been conceptualised by O&M, while the TVC has been directed by Creative Director Anup Chitnis and produced by Vikram Bangera. Creative Director Rensil D’Silva has also worked on the TVC.

Cadbury Perk, along with its new variant Ulta Perk, has been seeing an upward growth in the market, and the new campaign seeks to further reinforce the brand appeal among core teens.

Sanjay Purohit, Executive Director, Marketing, Cadbury India Ltd, said, “The new proposition seeks to marry a consumer insight with the product benefit in an engaging and contemporary manner.”

The storyline unfolds with Sharman Joshi as a man marooned on a remote island, trying various means to escape from the island. One day he sees a ship in the horizon and tries to signal it with a flare gun that he had managed to salvage from the debris of his ship. However, to his dismay and horror, the flare fired by him hits the ship instead, which explodes and sinks.

Dejected, Joshi shrugs and has a Cadbury Perk with a voiceover advising, “Yeh life hai… take it lightly”. The story has a happy ending with Joshi finding a beautiful girl washed up to his island from the ship that he had unwittingly sunk.

Besides the TVC, the Cadbury Perk campaign will be carried forward via the radio, print, outdoor media, as also on-ground activities such as strategic tie-ups with Café Coffee Day and Zapak.com.

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