Cadbury Perk campaign features Alia Bhatt in a light-hearted approach to life's everyday challenges

Cadbury Perk, renowned for its light chocolate format and embodying a spirit of light-hearted fun has launched a new campaign that encourages a humorous and optimistic approach to life's unexpected twists. The campaign is strategically aimed at the youth, Perk's primary audience, and is rooted in the brand’s ethos "Take It Lightly."

Featuring long-time brand ambassador Alia Bhatt, known for her bubbly nature and enduring collaborations with Cadbury, the campaign leverages her infectious energy to motivate young consumers to adopt a lighter, more joyful perspective on daily hurdles. 

Set against the backdrop of a basketball court, the narrative unfolds with a coach scolding a player for a missed shot. He then summons Bhatt, who jubilantly misinterprets this as her turn to play, celebrating prematurely. When it's revealed she's only needed to charge the coach's watch, her initial disappointment is palpable. However, upon receiving a Perk from a friend, her spirits lift instantly, and she quips, “This is Coach’s time. My time will come,” echoing Perk's message to take life lightly.

Sukesh Nayak, chief creative officer at Ogilvy India shared, “Daily irritations can dampen the best of spirits. Perk’s light chocolate helps lighten the mood, enabling us to breeze through such moments.”

Campaign's take: It's hardly surprising that Alia Bhatt is the chosen face for promoting a sense of relaxation and lightness. Known for her infectious and youthful vibe, she's a natural fit. The advertisement, while not groundbreaking, communicates with its young audience. After all, not every ad needs to revolutionise or carry a deep, purpose-driven message—sometimes, it's just about sparking the desire for a chocolate bar, and there's nothing wrong with that.