Report on Hindi News Viewership

Cadbury Perk urges people to 'Lighten up' in new campaign

Conceptualised by Ogilvy, the brand has added cheeky disclaimers to trending videos

Mumbai: How does one ensure that absolutely no one takes offense to content one posts online? Simple- add a disclaimer that denies any accountability or responsibility whatsoever! Taking this thought further is Mondelez India’s latest campaign for Cadbury Perk titled, what else- ‘Disclaimers’.

The digital times we live in have been shadowed by a climate of social media-triggered outrage and ‘cancel culture’. Brands and advertisements have come under the scanner for allegedly offending the sensibilities of a section of the netizens. Keeping this in mind, Cadbury Perk has come out with a quirky yet impactful campaign that throws light on today’s cancelled culture and urges the country to ‘lighten up’. To bring the ‘Cadbury Perk Disclaimers’ campaign alive, tongue-in-cheek disclaimers have been inserted into popular YouTube videos, to draw attention to the most trivial things that people may take offense to in today’s times.

Reiterating the brand’s proposition of ‘Take It Light’, the campaign conceptualised by Ogilvy, highlights how people today have become overly sensitive and take offense over the smallest things, and need to lighten up. The inserted disclaimers that border on the hilarious help draw attention to the most trivial things that people may take offense to in today’s times. While the internet bursts with criticism at literally every scroll, this campaign urges netizens to chill and lighten up a little.

Mondelez India vice president - marketing Anil Viswanathan said, “‘Cadbury Perk Disclaimers’ is our attempt at addressing the growing cancel-culture, especially the most trivial things posing as strong triggers - right from someone’s hair or holiday plans. Whether it’s a website or a post on Instagram, this culture has augmented the use of disclaimers, and we aim to parody this trend through offbeat disclaimers calling out the frivolousness of some of these issues. Thus, just like Cadbury Perk, urging everyone to ‘Take It Light’.”

To do this, the brand created disclaimers for the most trending videos and top video searches and then used back-end automation to further customise them for countless videos.

The campaign is supported with a digital film that puts the spotlight on controversies the country has witnessed playing out on social media platforms on a frequent basis, which is invariably followed by an apology and another wave of criticism debating the very nature of it. The film concludes by showcasing the brand’s idea of placing mock disclaimers for the most trending videos across genres on YouTube, about hilariously absurd reasons to be offended, thus driving home the message, ‘Cadbury Perk Khao, Light Ho Jao’.

Ogilvy India chief creative officer Sukesh Nayak said, “These days we get triggered by anything and everything. Perk has a history of work that has always stood for keeping things light and fun. So, our idea is quite fun and modern, adding a fun warning before any video that you may watch. Ensuring things remain light, no matter what.”

“Through Perk Disclaimers campaign, we intend to create a counterculture to the habit of finding something controversial in the most unexpected of topics,” added Wavemaker India chief client officer & head – West Shekhar Banerjee. “To give the campaign scale, we needed to find the content most watched by the youth. Since this could mean a massive number of videos, we leveraged the power of AI and automation to create custom ad versions and deployed them against the video which suited it the most. We have created a custom API with Google that would help get a pulse on the most trending videos on YouTube. Custom bumpers would then be created and played before top trending videos on YouTube.”

The campaign is currently live on YouTube and will be further amplified through other relevant digital platforms and content creators, the brand said. Similarly, there would be multiple renditions of the core campaign proposition- whether in the form of a fun consumer or influencer engagement, to remind people to ‘Take It Light’.

Latest Reads
dentsu appoints Unmesh Pawar as chief people officer for India & South Asia

Speeding up its growth journey, dentsu has strengthened its leadership team with the appointment of Unmesh Pawar as chief people officer (CPO) for India & South Asia. In his new role, Pawar will report to dentsu APAC chief people officer Luke Speers, and dentsu India interim CEO Peter Huijboom.

MAM Marketing MAM
S.Subramanyeswar joins MullenLowe Lintas as group CEO 

As part of its new era, MullenLowe Group has announced the appointment of S. Subramanyeswar, aka Subbu, as the group CEO, effective immediately. Amer Jaleel, who held the designation of chairman and chief creative officer, and Virat Tandon, who was group CEO at the agency, have bid adieu to the...

MAM Marketing MAM
Prasanth Kumar of GroupM is president of AAAI

Mumbai: GroupM Media India's South Asia CEO Prasanth Kumar has been elected as the president of the Advertising Agencies Association of India (AAAI) for the year 2022-23 at its annual general body meeting, which was held on 28 November. Havas Group India CEO Rana Barua has been unanimously elected...

MAM Marketing MAM
Hyundai Motor India announces its brand campaign Beyond Mobility 2.0

Mumbai: Smart mobility solutions provider and exporter, Hyundai Motor India Ltd. (HMIL), on Monday released its new brand campaign, "Beyond Mobility 2.0." Under Hyundai’s global vision ‘progress for humanity,’ the campaign focuses on leading the future of mobility with cars that are shared,...

MAM Marketing MAM
Dabur Chyawanprash launches new campaign ‘Ghar Ghar Bann Gaya Dawai Ki Dukaan’ with Akshay Kumar

Mumbai: Ayurvedic health supplement brand Dabur Chyawanprash from Dabur India Ltd. announced a new campaign, "Ghar Ghar Bann Gya Dawai Ki Dukaan" with superstar Akshay Kumar. Conceptualised by McCann, the campaign highlights how self-medication has become a trend in every household. Through this...

MAM Media and Advertising Ad Campaigns
In the last decade, we’ve seen the digital advertising space evolve at a rapid pace, says MiQ’s Siddharth Dabhade

Mumbai: MiQ is a programmatic media partner for marketers and agencies. It connects data from multiple sources to do interesting, business-problem-solving things for 1,100+ clients. It says that it is an expert in data science, analytics, and programmatic trading, and it is always ready to solve...

MAM Marketing MAM
Crosshairs Communication wins PR and LinkedIn mandate for Entero Healthcare  

Mumbai: Delhi-based public relations (PR) and social media agency Crosshair Communications has bagged the PR mandate for Entero Healthcare and will be responsible for increasing brand awareness and media visibility for Entero Healthcare on digital platforms.  The agency will also be in charge of...

MAM Marketing MAM
Natural Diamond Council and Vogue India join hands to bring ‘Forces of Fashion’ to India 

Mumbai: Natural Diamond Council joined hands with Vogue India to bring the "Forces of Fashion" event to India for the very first time. "Forces of Fashion" saw Vogue editor-in-chief Dame Anna Wintour and Vogue global editorial director, Condé Nast chief content officer, and Vogue India’s head of...

MAM Marketing MAM
Tanishq partners with Talented for the launch of 'Wedding Conversations 2.0'

Mumbai: On Friday, Tanishq launched the second edition of its ongoing campaign, "Marriage Conversations." The latest edition was created by the indie agency Talented. Staying committed to its message, Tanishq’s "Marriage Conversations 2.0" urged couples to go beyond conversations about just the...

MAM Marketing MAM