Mondelez India’s Cadbury Perk has rolled out a campaign titled, ‘Cadbury Perk Disclaimers’ to highlight the overly sensitive nature of the online cancel culture.
Conceptualised by Ogilvy India and Wavemaker India, the digital film aims to drive awareness in a quirky tone on how people take offence over the smallest things and how they need to lighten up, reiterating the brand’s proposition of ‘take it light’.
The film features tongue-in-cheek disclaimers appearing right before popular YouTube videos. The film is s a wacky yet funny play to draw attention to the most trivial things that people may take offence to in today's world.
Anil Viswanathan, vice president - marketing, Mondelez India, said, “With a 25-year-old strong legacy, Cadbury Perk has brought alive the brand’s fun persona with exciting campaigns through the years, and we only want to strengthen that connection. Whether it was the message of ‘masti’ (fun) or ‘take it light’, the effort to stay relevant rooted in youth culture helped us establish Cadbury Perk as a fun and quirky brand. This year we are taking it a notch higher with the same light-hearted approach to highlight an important issue. ‘Cadbury Perk Disclaimers’ is our attempt at addressing the growing cancel-culture, especially the most trivial things posing as strong triggers - right from someone's hair or holiday plans. Whether it’s a website or a post on Instagram, this culture has augmented the use of disclaimers, and we aim to parody this trend through offbeat disclaimers calling out the frivolousness of some of these issues. Thus, just like Cadbury Perk, urging everyone to ‘take it light’."
Sukesh Nayak, chief creative officer, Ogilvy India says, “These days we get triggered by anything and everything. Perk has a history of work that has always stood for keeping things light and fun. So, our idea is quite fun and modern, adding a fun warning before any video that you may watch. How did we do this? By creating disclaimers for the most trending videos and top video searches and then using back-end automation to further customize them for countless videos. Ensuring things remain light, no matter what.”
Shekhar Banerjee, chief client officer and head – West, Wavemaker India, said, “Through Perk Disclaimers campaign, we intend to create a counterculture to the habit of finding something controversial in the most unexpected of topics. To give the campaign scale, we needed to find the content most watched by the youth. Since this could mean a massive number of videos, we leveraged the power of AI and automation to create custom ad versions and deployed them against the video which suited it the most. We have created a custom API with Google helps to get a pulse on the most trending videos on YouTube. Custom bumpers would then be created and played before top trending videos on YouTube.”