MAM
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.
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
