Indiantelevision.com Team

(14 April 2009 9:30 pm)

MUMBAI: Cadbury Perk has launched an online campaign through takeitlightly.com in a bid to target the youth audience.

Says Cadbury director-marketing Sanjay Purohit, "Perk is a youth brand and therefore it is very important for us to connect with them. We couldn't think of a better platform, than going online."

Conceptualised by OgilvyOne, the campaign has banners wearing witty one-liners for a few seconds to catch user's attention.

"In life things will go wrong, and our message is simple 'take it lightly' with a Perk. To do this we have used the internet. The client has been brave to go with a campaign that doesn't have a product website as a culmination point because it blends in with the messaging of the campaign," says OgilvyOne president Kaizad Pardiwala.

Earlier, Cadbury had roped in Genelia D'Souza as the brand ambassador for Perk and also added Perk Poppers to its portfolio.