‘Take it Lightly’ with Cadbury Perk Cadbury India launches new advertising campaign for its wafer chocolate brand, Perk.     "My mood gets enhanced, when I first bite into a bar of Cadbury Perk chocolate!" According to consumer research conducted by Cadbury India, a lot of people consume Cadbury Perk as a ‘mood enhancer’. Keen to build on this strong consumer connect, Cadbury India conceptualized its new advertising campaign ‘TAKE IT LIGHTLY WITH CADBURY PERK’ for its leading wafer chocolate brand ‘Cadbury Perk’. The campaign has been kickstarted this week with a television commercial featuring Bollywood actor Sharman Joshi, which communicates the 'Take It Lightly' (mood uplift) platform in a humorous manner. The storyline unfolds with Sharman Joshi getting marooned on a remote island & trying various things to get out of it. One day, he sees a ship passing by the horizon & jumps up & down with joy. He wants to send a signal to them & suddenly remembers about the ‘Flare Gun’ that had come in with him along with the debris. He fires the flare & watches for reactions from the ship. To his great shock he realizes the Flare goes straight into the ship & it bursts into flames. He then has his Cadbury Perk & shrugs away his disappointment. Then a Voice Over: Yeh life hai…take it lightly. Later, he notices a beautiful girl washed up to the Island from the debris of the recently burst ship. Smiles. Cadbury Perk, Take it lightly. The campaign has been conceptualized by Ogilvy & Mather Advertising. Creative Directors Anup Chitnis and Rensil D’Silva have worked on the film. The film is directed by Anup Chitnis and produced by Vikram Bangera. Cadbury Perk along with its new variant Ulta Perk has been seeing an upward growth in the market. The new campaign seeks to further reinforce the brand appeal among core teens. Commenting on the campaign, 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 & contemporary manner” The idea is not just limited to a television commercial. It has been brought to life through the various influencing points in the target consumer’s life – Radio, Print, Outdoor, on-ground – tie up with Café Coffee Day, Mobile and online gaming on Zapak.com.   PRIVACY POLICY   |   TERMS OF USE   |   SITE MAP   |   FAQ’S   |   ACCESSIBILITY   |   TEXT VERSION © Cadbury India Ltd.