MAM
Report on Shemaroo

Kit Kat presents the "Baby Break"

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/23/photogrid_plus_1624436012609.jpg?itok=IUFg6jOh
AcneStar face wash collaborates with music streaming platforms

New Delhi: AcneStar face wash from the house of Mankind Pharma has collaborated with music streaming platforms- Gaana, Wynk, Spotify, and Saavan to engage with music lovers from different demographics and create high recall value for the brand. The new campaign is based on the #ThankYouHaters...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/23/photogrid_plus_1624435242288.jpg?itok=wSztpHxh
Dabur India appoints Rahul Awasthi as executive VP - manufacturing

Mumbai: Dabur India has appointed Rahul Awasthi as executive vice president - manufacturing. Awasthi was head of planning, technology, and innovation at HUL. He has 27 years of experience in the FMCG industry in the manufacturing, technology, innovation, and supply planning domain. "With multiple...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/23/photogrid_plus_1624434928276.jpg?itok=6GH8dDlC
Health OK taps celebrities & influencers for its digital campaign

New Delhi: Health OK, a multivitamin and minerals tablet from the house of Mankind Pharma, has launched an extensive digital campaign featuring celebrities and popular influencers.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/23/bhavani_devi.jpg?itok=Z_Xbwmex
Rin celebrates India's first Olympic fencer in its latest TVC

Mumbai: Rin, one of the oldest detergent brands from the house of Hindustan Unilever has unveiled its latest commercial celebrating the rise of India’s first woman fencing champion, C.A. Bhavani Devi. Earlier in March, Devi scripted history by becoming the first-ever Indian fencer to qualify for...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/22/amit-kumar.jpg?itok=cbKHAJvY
Symphony Ltd. announces Amit Kumar as new ED and Group CEO

Symphony Limited on Tuesday announced the appointment of Amit Kumar as executive director (ED) and Group chief executive officer (CEO) of the Company, effective 2 August.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/22/photogrid_plus_1624365927835.jpg?itok=OC3gO67u
Gaurav Dudeja promoted to executive VP and head of Leo Burnett Orchard

New Delhi: Leo Burnett Orchard on Tuesday promoted Gaurav Dudeja as executive vice president and head of Leo Burnett Orchard and appointed Pravin Sutar as head of creative. Both Dudeja and Sutar will now lead the national mandate for Leo Burnett Orchard and will report to South Asia Leo Burnett,...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/22/photogrid_plus_1624349550626.jpg?itok=QUtoNIEo
Amit Wadhwa promoted to CEO at dentsu Creative India

New Delhi: On the back of its global organisational redesign, dentsu international on Tuesday created a new structure for its creative service line in India. The restructuring will bring together some of India’s best agencies along with their digital & PR capabilities - all from the house of...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/22/photogrid_plus_1624349392545.jpg?itok=pVamS7jo
Golin elevates Shouvik Prasanna Mukherjee to CCO, Asia Pacific

New Delhi: Interpublic Group agency Golin has promoted Shouvik Prasanna Mukherjee chief creative officer, Asia Pacific.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/22/photogrid_plus_1624348750507.jpg?itok=eNRGjI4-
Supercell announces Kartik Aaryan as Brawl Stars brand ambassador

Mumbai: Supercell has roped in Bollywood heartthrob Kartik Aaryan as brand ambassador for its mobile game, Brawl Stars. Aaryan also stars in the game’s new #AlagSaAction promotional campaign. The #AlagSaAction campaign exemplifies the unique take on multiplayer action that has seen Brawl Stars’...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required