Cadbury re-energizes Perk with new campaign

Cadbury India's Perk, which now comes 'packed with Glucose energy', has launched a new TVC targeting the 'Youth on the run'.

The product aims to boost the enery requirement of teenagers who lead a hectic lifestyle - moving from one activity to another nonstop through the day - and the new variant hopes to address moments when these youngsters crave for an instant recharge.

The new television commercial, created by O&M, captures the same thought with the tag line 'Sapno Se Tu Race Laga Le'.

View TVC here

 

Commenting on the campaign, V Chandramouli, executive director, HR and strategy, Cadbury said, "Perk with Glucose Energy is the result of an extensive in-house research program that is aimed to appeal to consumer taste buds and provide an energy benefit as well. Through this new communication we aiming to drive home the message of tasty re-charge of energy."

The TVC opens with a boy waking up early in the morning and rushing to his college. He moves from one activity to another through the entire day. Later, in the evening he arrives at a rock show but as he sits on the drummer’s seat to perform, he feels totally exhausted. A band member asks him if he will be able to perform. At this moment, the boy takes out the new Perk from his drum-sticks kit and after consuming the bar feels energised and gives a power packed performance in front of a huge crowd.

The film ends with the bass drums electrified with Cadbury Perk written on it.

Creative team

Executive creative director: Anup Chitnis
Creative director: Santosh Patil
Copywriter: Akshat Trivedi
Senior art director: Satish Haldankar
Art director: Ranjit Mhatre
Client servicing director: Walter Noronha
Account supervisor: Pratik Koltharkar
Senior account executive: Gaurav Makhijani
Production house: Equinox
Director: Milind Dhaimade