The campaign serves to take the brand’s ‘Have a break, have a Kit Kat’ philosophy to the next level; it urges busy youngsters to take a breather and notice the fun events in their surroundings.
Furthering its brand philosophy of taking a break from daily chores by consuming the product, Nestlé’s Kit Kat has launched a new ad campaign to extend the brand thought. The new campaign for the brand urges youngsters to celebrate the present and notice the fun events in their surroundings.
Nestlé Kit Kat was launched in India in 1995 and was well received by consumers owing to both the ‘finger format’ of the chocolate as well as the way its advertising celebrated the ‘consumption ritual’. “Through different creative renditions, the brand has always propagated the ‘break in routine’ communication,” says B Kannan, general manager, chocolates and confectionery, Nestlé India.
The ‘Have a break, have a Kit Kat’ tagline got a ‘desi’ twist a few years ago, when the brand rolled out its ‘Kit Kat break toh banta hai’ communication. At the time, the campaign marked the return to its ‘take a break’ ideation, after the brand had given it a rest for a while.
The first TVC of the present campaign begins with a visual of two young men sitting in a park. One of them is involved in his work, completely engrossed in his laptop and headphones, whereas the other pops opens a Kit Kat. No sooner does he eat the chocolate than a couple of animated squirrels appear in front of him. He is shocked to see how the male squirrel is wooing the female by singing Bollywood songs and performing some pretty raunchy dance moves.
However, when he tries to show his friend the scene, the friend is unable to see what he sees. The friend is clearly not interested in what the first youngster is trying to show him and even expresses a hint of annoyance. The film ends with a VO that states ‘Mana ki life bahut busy hai, Par kabhi kahi break lo, Kit Kat khao, Zindagi aapko shayad kuch haseen dikhade’.
The creative duties for the brand are with JWT, Delhi. The copywriter of the TVC is Anuja Chauhan, executive creative director and vice-president, JWT Delhi. The film is directed by Shyam Madiraju; the production house is Gobsmack Films and the post-production house is Radium, LA.
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