Indiantelevision.com Team

(11 April 2008 8:30 pm)

MUMBAI: Cadbury India has launched a new advertising campaign for its wafer chocolate brand Perk.

Conceived by Ogilvy & Mather and built around the tagline "Take it lightly with Cadbury Perk," the campaign has kicked off this week with a TVC featuring Bollywood actor Sharman Joshi.

However, the campaign is not just limited to a TVC. It has launched on other platforms such as radio, print, outdoor and on-ground. Cadbury has also done tie-ups with Café Coffee Day and online gaming zone Zapak.com.

Commenting on the campaign, Cadbury India Ltd executive director of marketing Sanjay Purohit said, "The new proposition seeks to marry a consumer insight with the product benefit in an engaging and contemporary manner."

The storyline unfolds with Sharman Joshi getting marooned on a remote island and trying various things to get out of it. One day, he sees a ship passing by the horizon and jumps up and down with joy. He fires a flare gun and watches for reactions from the ship. To his great shock, the flare goes straight into the ship and it bursts into flames. He then has his Cadbury Perk and shrugs away his disappointment.