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Perk takes forward its 'bubbly' brand positioning with new campaign

14-April-2015
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Perk takes forward its 'bubbly' brand positioning with new campaign

Over the years, the brand ambassadors of Cadbury Perk may have changed, but their positioning has remained intact. Alia Bhatt has recently been roped in for their new campaign ‘Jiyo Lightum Light’. The quirky campaign has been conceptualised by Ogilvy & Mather and talks about enjoying the lighter moments of life.

Commenting on the new campaign, Prashant Peres, Director, Marketing - Chocolates, Mondelez India Foods Private Ltd, 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.”

Click here to view the new Perk ad:



The ticklish storyline of 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 an innocent prank on two men in the vicinity.  Sharing the creative strategy behind it, Kawal Shoor, National Planning Director, Ogilvy & Mather India elaborated, “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.”

Expert comment:

Manish Porwal, Managing Director, Alchemist Marketing & Talent Solutions, felt that there is apparently nothing wrong in the ad, it just seems to engage much lesser than the previous Perk advertising which we have seen over the years. “I think while bubbly and prankster girl part is nice, the humour is a bit forced and the story could have been better. The acting of the characters other than Alia is over the top. Alia is a fantastic choice and a good casting decision. She does carry forward the bubbly girl image what Preity and Genelia will once brought in for,” he said.

(Click here to view the old Perk ad with Preity Zinta:



Click here to view the old Perk ad with Genelia D’Souza:


 

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