Cadbury India has launched a campaign for its ‘enhanced’ Perk brand. The campaign conceptualised by Ogilvy & Mather comprises of a film that went on air on TV channels on 1 February in the South markets. A Hindi edit has been released on social media simultaneously for the North.
The objective of the campaign is to highlights the product’s superior value (grammage per pack, twin bars and four-wafer layers), at the same price.
The film is set in a rainy night. A man walks into his living room looking for his son Monu, who is not to be seen. He finds a letter addressed to him along with a half-opened wafer chocolate bar. As he starts to read the letter, the son’s face appears in the letter, conveying his disappointment. Monu goes on to say that when the father gave a Perk to his brother Sonu, and the other wafer chocolate to him, he understood his place in the house. He explains that Sonu’s Perk was 17 grams and had four wafers. But his had only 11.5 grams and three wafers. Heartbroken by the partiality shown by the father, Monu reveals that he has left the house. The father is in tears before a voice over explains that the new two-piece Cadbury Perk glucose has an extra wafer and is extra chocolatey, at the same price of Rs 5.
Abhijit Avasthi, NCD, Ogilvy& Mather, said, “The fact is that Perk is the best wafer chocolate in the market.We wanted to communicate this in a cheeky fashion.”
Client: Cadbury India
Creative agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Senior creative directors: Amitabh Agnihotri, Samir Sojwal
Head of planning: Kawal Shoor
Vice president: Vipasha Bhuptani
Planning director: Apoorva Saigal
Vice president: Walter Noronha
Account director: Pratik Koltharkar
Account executive: Vedangi Dandwate
Production house: Curious Films
Director: Vivek Kakkad
Producer: Shahzad Bhagwagar