Home >> Advertising >> Article

Cadbury Perk aims to ‘Take it Lightly’

15-April-2008
Font Size   16
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.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.