Friday, 12 March, 2021, 12 : 00 PM [IST]
Our Bureau, Mumbai
Cadbury Perk has launched yet another campaign with Bollywood actress Alia Bhatt. Through a delightful digital film featuring the youth icon, the brand is encouraging consumers to face lifeâs twist and turns, with a light attitude â manifesting the message âtake it lightâ.
Anil Viswanathan, senior director, marketing (Chocolates), insights and analytics, Mondelez India, said, âCadbury Perk has been rooted in the youth culture, since its inception almost 25 years ago, owing to its fun persona and relevant messaging â we propagated the message of âMastiâ from 2015 which resonated well and helped establish Perk as a fun brand. This time, we wanted to be rooted in the product and reinforce the delightfully light eat-experience of Perk. Todayâs youth believe in facing lifeâs stresses with lightness. Our launch film and tagline âPerk khao, Light hojaoâ attempts to land the message that Perk is The light chocolate, in a fun manner, through the route of levitation. In the past, we have had lively and high-spirited personalities to cater to the youth cosmos like Preity Zinta, Genelia Dâsouza and Ananya Panday who embody what Cadbury Perk stands for â youth, fun and Joie De Vivre. With Alia Bhatt back on-board as the face of the brand, we are positive that she will bring the âtake it lightâ proposition to life effortlessly with her bubbly persona and strong youth connect.â