Perk lightens up tough times

Cadbury Perk has launched its new campaign ‘Take it Lightly’. The campaign, by Ogilvy & Mather, is designed to “position Perk as a mood catalyst in a humorous and engaging manner”. The film starts with the protagonist stranded on a desert island. He spends many days there before he spots a ship which can come to his rescue. He fires from his flare gun to attract attention. Unfortunately, the flare hits the ship causing it to sink. He then munches on Perk chocolate and soon spots an attractive young girl, a survivor from the ship, washed up on the beach. The voiceover then takes over to say “Yeh life hai, take it lightly”. Anup Chitnis, ECD, O&M said, “The client wanted to promote the lightness of the chocolate coated wafer snack. We came up with the insight that one should not worry about unexpected moments; just sit back and take it lightly.” Copywriter: Satish De’sa. Art director: Anurag Khandelwal. Directors: Anup Chitnis and Rensil D'silva. Post-production studio: Prime Focus.