Kit Kat extends ‘take a break’ proposition with a ‘baby concert’

Nestle India has launched an ad film for Kit Kat featuring babies dancing to a track created entirely with baby sounds. The campaign is a follow up to the ‘Squirrels’ and ‘Birds’ commercials released in 2010 and 2012 respectively. The new campaign created by JWT India went on air on 18 January.

The TVC urges youth to take a break once in a while and enjoy the unexpected surprises that a break could bring.

The film opens with a medical student on hospital rounds with his professor and other students. He steps back to take a break with a Kit Kat. While munching, he looks at a group of babies in a room. They suddenly break into song and dance. Though surprised, he soon begins to enjoy the ‘baby concert’. The performance halts abruptly and the toddlers get back to normalcy - he then realises that he has finished the Kit Kat. The voice over says, “Kabhi kabhi break lo. Kit kat khao, na jaane aglaa pal kya le aaye. Kit Kat break banta hai.” The student returns back to his group performing a quick dance step himself, even as a super reads: ‘Have a break. Have a Kit Kat.’.

On the campaign, Bobby Pawar, chief creative officer, JWT India, said, “The idea that something good can happen when you take a Kit Kat break is in its third year. We had to raise our game and inject some freshness or the campaign would lose its impact. What worked in the first two years is that the commercials borrowed from popular culture by taking and reinterpreting classic hit songs. This time around we are taking things up a notch and trying to create a pop culture moment. So the idea was to do a baby pop concert. The first part of it is the music. It’s made up entirely of sounds made by babies, even the drumming and the rattles rattling. They were arranged in such a way that a catchy beat and hook was created.”

“The other part of the baby concert is the dancing, which is simple yet kind of unique. Why babies? It came from the insight that watching babies play will put a smile on anyone’s face. If you watch them doing something you haven’t seen before, that smile will be multiplied.”

The TVC is also on YouTube and other digital channels. The film will be followed by a music video using the same sound track.

Credits
Client: Nestle (Kit Kat)
Creative agency: JWT India
Chief creative officer: Bobby Pawar
National creative director: Swati Bhattacharya
Planner: Pinaki Bhattacharya
Account management: Babita Baruah,  KRK Ganesh, Siddhartha Ghose
Films: Anupama Ahluwalia, Dawa Lama

Media agency: ZenithOptimedia

Production house: Gobsmack!

Director: Shyam Madiraju

Music producer: Mikey McCleary

Animation: Crater Film Studios, Belgrade