Top Story

Home >> Industry-Briefing >> Article

Perk goes online to tell the youth to ‘take it lightly’

16-April-2009
Font Size   16
Perk goes online to tell the youth to ‘take it lightly’

Cadbury recently relaunched its brand variant Perk with a TVC that was targeted at the youth and along with that has also gone online with their website www.takeitlightly.com. The idea for this campaign arose from the question – how best to reach the target group. This gave birth to an idea that took the campaign directly to where the youth was present, in places where the message would be relevant and contextual.

Sanjay Purohit, Director, Marketing, Cadbury, explained, “The new Perk and the all new Perk Poppers seek to combine buyer insights with the product benefits in an appealing and modern style. Perk is a youth brand and, therefore, it is very important for us to connect with them. We couldn’t think of a better platform, than going online.”

Perk is a brand of the youth, a digitally savvy bunch that’s very active on the social networking scene. They download music, videos and applications that interest them, and also create their own content, share photos, jokes and all things fun. They are exposed to all kinds of advertising online, but don’t have the time to pay attention to it all. The trick is to meet them on their own turf with clever messaging, which is relevant and which makes them smile.

OgilvyOne has conceptualised the campaign with the communication strategy, “Identify pain points (everyday irritable situations) that the youth/teenager experiences online. In comes Perk, telling them that it’s a part of life, so just chill and ‘take it lightly’”.

Kaizad Pardiwala, President, OgilvyOne, said, “In life, things will go wrong, and our message is simple… ‘Take it lightly’ with a Perk. To do this, we have used the Internet in a unique manner by capitalising on the minor irritants youth experience online to drive home the message. The client has been fantastic and brave to go with a campaign that doesn’t have a product website (a first in India) as a culmination point because it so beautifully blends in with the messaging of the campaign.”

Kunal Jeswani, Head of Planning (New Media), OgilvyOne, said, “It’s the little things that get us down every day. And the online space has a rich array of little niggling, pain-in-the-neck, why-can’t-somebody-fix-this moments. The beauty of the online campaign for Perk is that we just identified those moments and placed the brand in the context of those moments. The ‘take it lightly’ brand message is complete at each online pain point. The 30-second website just closes the experience.”

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

Abraham Thomas, CEO of Radio City, and L V Krishnan, CEO, TAM Media Research, talk to exchange4media about a recent Nielsen report on radio

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.

Sanjay Goyal talks to exchange4media about the fast changing norms at companies, the current employment scenario and what would a workplace be like by 2025.