MAM

Kit Kat presents the "Baby Break"

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/03/07/JWT.jpg?itok=1VT04Qo8

MUMBAI: Chocolate brand Kit Kat has launched a new ad campaign that has been created by JWT India.

The new campaign is a follow up to the "Squirrels" and "Birds" executions in 2010 and 2012, with a creative spin on "Have a Break. Have a Kit Kat".

With the new campaign too, the brand urges youth, wrapped in routine, busy schedules and caught up in the race of living in the now, to take a break and not miss out on the fun and unexpected surprises that a break can get.

The new ad campaign is led by a TVC called "Babies".

The highlight of the TVC is the music track, created by music producer Mikey McCleary. The TVC has been directed by Shyam Madiraju. JWT chief creative officer Bobby Pawar and Madiraju worked closely with animation experts from Crater Film Studios, Belgrade to create the mix of real and animated "baby" shots.

The TVC is on youtube and other digital channels, and will be followed by a music video with the same track.

Pawar said, "The idea that something good can happen when you take a Kitkat 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 kinda 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," Pawar added.

The TVC opens on a student doing the usual rounds with his Professor and fellow students. He steps back to take a break with a Kit Kat. What follows is a never before seen sequence of a bunch of happy babies playing in a day care centre suddenly turn into a baby pop group who give an impromptu concert to our man who is taking a Kit Kat break. The musical interlude is replete with babies singing, or in this case gurgling, cooing, laughing and drumming and swaying to their own dance moves on the music. The music and dance surprises and then delights the student, enjoying his Kit Kat. Once the break is over, the student returns back to his group, performing a quick dance step himself, energised and refreshed.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/29/J%20S%20Khehar.jpg?itok=NkQZvxab
Surrogate ads by liquor companies not disallowed by SC

MUMBAI: The apex court of India has denied entertaining a plea that sought a ban on surrogate advertisements such as soda TVCs and ads by liquor companies. Surrogate advertising is a form of advertising that is used to promote products such as cigarettes and alcohol for which advertisements are...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/biber1.jpg?itok=5EGWg5jP
Bajaj to lighten up India leg of Beiber's Purpose World Tour

Bajaj Electricals Limited, India’s leading player in consumer durables, fans, lighting and Engineering Projects, has announced its partnership with Justin Beiber’s Purpose World Tour in India as its exclusive lighting partner.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/hemani-kapadia.jpg?itok=-MEIpwD9
SapientRazorfish & DigitasLBi have a new CEO - Himani Kapadia

SapientRazorfish, a part of Publicis Groupe HAS announced that Himani Kapadia has assumed the position of CEO, India, SapientRazorfish and DigitasLBi effective immediately. In this new role, Kapadia will be responsible for the growth of both businesses in India by leveraging the complimentary...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/abhimanyu.jpg?itok=TxJTOv8f
MAN Trucks has a digital & creative Ottoedge in India

Ottoedge, a full service automotive marketing agency based in India has been assigned as the official Creative, Digital and Media agency by MAN Trucks India which is a 100% subsidiary of MAN Truck & Bus AG, Germany, the world’s leading manufacturer of trucks and buses. Ottoedge is the only...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/IAF.jpg?itok=nS39h1Ay
IAF campaign aims to break gender stereotypes

MUMBAI: The Indian Air Force is known to overcome barriers with courage, strength and valour. Which is why, when the whole country was debating the role of women in society, and brands were trying to create a conversation around it, the Indian Air Force took a historic step and showed the way...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/coka.jpg?itok=Y680j-GW
New Coke leadership in India, S West Asia

The Coca-Cola Company and its Bottling Investments Group (BIG) announced today new leadership appointments for its India & South West Asia Business Unit and Hindustan Coca-Cola Bottling operations.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/Zee%20Yuva.jpg?itok=lGM85XIB
Social Samosa 'Gold' for Zee Yuva

MUMBAI: Zee Yuva creates huge buzz in the industry by winning ‘Gold’ award in Media and Entertainment category by one of India’s top media publishing Site-Social Samosa. Zee Yuva not only surpassed regional channels but also defeated the industry honchos to win the coveted gold. This was only...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/28/Baahubali-2_0.jpg?itok=M6MpHcfd
Baahubali-2 teams up with Hike Messenger & Camlin

MUMBAI: In a bid to magnify the overall output for the sequel of one of the greatest Indian Motion Picture and SS Rajamouli’s dream Project - Baahubali 2 -- The Conclusion, team Brand Street India and Why? Stay! Calm! have brought aboard two internationally viable brands Hike Messenger and Kuyuko...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/27/amar.jpg?itok=LasMkKo6
Interactive Avenues wins Great Indian Workplaces Award

Interactive Avenues, the full service Digital Agency of media agency conglomerate IPG Mediabrands India has won the inaugural edition of the Great Indian Workplaces Awards (GIWA) 2017.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories