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/2017/06/27/sanjiv.jpg?itok=rlBR5IMv
Marquees 2017: Ad club appoints HUL's Sanjiv Mehta as jury chair

Hindustan Unilever Limited CEO and MD Sanjiv Mehta will be chairing the jury for the Marquees awards in its debut year. The Advertising Club had announced the differentiated ‘Marquees 2017’ at Goafest in April.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/Monty%20Singh.jpg?itok=ULoJAvJ9
Gartner ranks Genpact as 'visionary' for workplace services

NEW DELHI: Global professional services firm focused on delivering digital transformation for clients Genpact has been named by Gartner as a Visionary in its January 2017 Magic Quadrant for Managed Workplace Services (MWS), North America report. Gartner also recognized Genpact across three use MWS...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/brokerage.jpg?itok=pakZvrX4
Anuj Puri rebrands JLL's residential brokerage biz

MUMBAI: Anuj Puri, former chairman & country head of international property consultancy JLL India, has announced the launch of Anarock Property Consultants, essentially rebranding JLL's erstwhile residential brokerage business which he acquired earlier this year. Simultaneously, Puri announced...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/inside%20%284%29.jpg?itok=QpDkWfv2
Top 10 television advertisers during first 24 weeks of 2017

BENGALURU: Hindustan Unilever Limited (HUL), Reckitt Benckiser (India) Ltd (RBIL) and Baba Ramdev’sPatanjaliAyurved Ltd (Patanjali) were the three top advertisers that have been present in all the 24 weekly lists of Broadcast Audience Research Council of India (BARC). All the three players are...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Anupam-Vasudev.jpg?itok=aYdMK55L
Aircel lucky customers to get up to 20 times more recharge value

MUMBAI: Tapping the increasing trend of customers choosing to recharge their phones online or through apps, Aircel, one of the leading innovative telecom brands in India, has launched an incredible talk time offer for its customers today. The offer provides an opportunity to a customer to win 20...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Subroto_Geed-Vishal_Maheshwari.jpg?itok=s-rLjZLV
McDowell's soda brings Viu's Daggubati show on Gemini TV

MUMBAI: Friendship and brotherhood is the support system that sees millennials through moments of self-doubt and obstacles and is truly responsible for shaping them. McDowell’s No.1 Luxury Soda by United Spirits Limited – a Diageo Group Company is now bringing alive such friendships of well-known...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Untitled-1.jpg?itok=t1NTJ2FS
Viacom18 working with MCGM to instal art-inspired mobile toilets

MUMBAI: In a bid to support the Municipal Corporation of Greater Mumbai (MCGM) make Mumbai open defecation-free, Viacom18 has flagged off the second phase of its Chakachak Mumbai campaign in Bandra. As a part of this initiative, aesthetically designed mobile community toilets are being used as...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/tubelight.jpg?itok=JCsfNalw
UC News to promote ‘Tubelight’, partners SK Films

UC News, a part of Alibaba Mobile Business Group, with over 100 million monthly active users in India and Indonesia, has partnered with SK Films to promote the most awaited movie of the year - Tubelight.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Roda%20Mehta.jpg?itok=qX60_49A
AAAI honours senior media planner Roda Mehta

MUMBAI: The Advertising Agencies Association of India (AAAI) has announced that the recipient of this year’s AAAI Lifetime Achievement Award is Roda Mehta. AAAI Award is the highest honour given to an individual in India for his/her outstanding contribution to the Advertising Industry. The AAAI...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories