Cadbury Perk goes digital with Takeitlightly.com

After recently signing on actress Genelia D’Souza as brand ambassador for Perk, Cadbury India has gone online with their website www.takeitlightly.com. The digital initiative aims to speak to the youth and take forward its ‘Take it lightly’ positioning. OgilvyOne has been behind the campaign.

Speaking about the latest initiative, Sanjay Purohit, director, marketing, Cadbury India said, “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."

When users access www.takeitlightly.com, the website “unloads” all the problems and tensions that the youth tends to face on a daily basis. Finally, the site moves onto a page where Genelia D’Souza is holding a Perk and announces that there are no heavy duty fundas or quick-fix solutions on the site and hence there is no site! In fact, the entire site is a single static webpage.

Kaizad Pardiwala, president, OgilvyOne said, “Perk is a youth brand, and one of the best platforms to connect with the youth today is the internet. The key question to address was - how best can we reach them in a manner they will relate to, keeping the brand ethos in mind?”

The idea, according to Pardiwala stemmed from the fact that the youth today has a very short attention span and therefore wants everything in short doses. Hence, the idea of a static webpage suited the brand proposition perfectly, because of this tendency of the youth. “Simply put, the whole internet is the canvas of the brand and the website therefore becomes a reflection of the mindset of the youth - No gyan, no bhashan... just a simple message that says Chill! And take it lightly!” he adds.

Online banners will be a major part of this campaign. Pardiwala said that the banners will be placed across all the typical “irritants” that today’s youth face. He says, “When the youth are experiencing a web irritant and see these strategically placed banners we hope it will bring a smile to their face and get them to grin and 'Take it Lightly'. If they choose to click the banner, it would take them to the static website page which instead of loading a website, unloads all the common hassles of everyday youth from break-ups, to acne, to boredom, to career confusion and tells them to “take it lightly!”