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<ul><li><keyword id="7805719" type="General" weightage="100" keywordseo="cadbury-perk" source="Orion">Cadbury Perk</keyword> is back once again with a quirky yet impactful campaign, Cadbury Perk Disclaimers! </li><li>With cancel culture getting out of hand, the campaign reminds netizens to ‘Take It Light’ and not be offended with the smallest of things.</li><li>Bringing the campaign alive will be the tongue-in-cheek disclaimers appearing right before popular YouTube videos, as a wacky yet funny play to draw attention to the most trivial things that people may take offense to in today’s times.</li></ul>Cadbury Perk is back with yet another campaign, ‘Cadbury Perk Disclaimers,’ pertinent to today’s cancel culture. The new campaign highlights how people today have become overly sensitive and take offense over the smallest things and need to lighten up, reiterating the brand’s proposition of ‘Take It Light.’ Bringing the campaign alive will be the tongue-in-cheek disclaimers appearing right before popular YouTube videos, as a wacky yet funny play to draw attention to the most trivial things that people may take offense to in today’s times.<br />    <div type="Youtube" id="mylmswsHjrU" title="Cadbury Perk | #PerkDisclaimers" thumbUrl="https://i.ytimg.com/vi/mylmswsHjrU/mqdefault.jpg"></div><br /> Commenting on the campaign, <keyword id="1825451" type="General" weightage="20" keywordseo="anil-viswanathan" source="Orion">Anil Viswanathan</keyword>, Vice President - Marketing, Mondelez India said, “With a 25-year-old strong legacy, Cadbury Perk has brought alive the brand’s fun persona with exciting campaigns through the years, and we only want to strengthen that connection. Whether it was the message of ‘Masti’ or ‘Take It Light’, the effort to stay relevant and rooted in the youth culture helped us establish Cadbury Perk as a fun and quirky brand. This year we are taking it a notch higher with the same light-hearted approach to highlight an important issue. ‘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’.”<br /><br />Sukesh Nayak, Chief Creative Officer, <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword> says, “These days we get triggered by anything and everything. Perk has a history of work which 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. How did we do this? By creating disclaimers for the most trending videos and top video searches and then using back-end automation to further customize them for countless videos. Ensuring things remain light, no matter what.”<br /><br />The campaign is supported with an eye-catching digital film that puts the spotlight on controversies the country faces almost every week, followed by an apology and another wave of criticism debating the very nature of it. This is followed by the brand’s idea of placing mock disclaimers for the most trending videos across genres on YouTube, about an absurd reason to be offended, and driving home the message, ‘Cadbury Perk Khao, Light Ho Jao’.<br /><br />Shekhar Banerjee, Chief Client Officer &amp; Head – West, <keyword id="5968693" type="General" weightage="20" keywordseo="wavemaker-india" source="Orion">Wavemaker India</keyword> added, “Through Perk Disclaimers campaign, we intend to create a counterculture to the habit of finding something controversial in the most unexpected of topics. To give the campaign scale, we needed to find content most watched by the youth. Since this could mean 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.”<br /><br /> The campaign is currently live on YouTube and will be further amplified through other relevant digital platforms and content creators. 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’.

Cadbury Perk's new ad reminds netizens to ‘take it light’ and not be offended with the smallest of things

<ul><li>The new campaign is supported by a captivating digital film: Udd Gaye, starring Alia Bhatt and Pavail Gulati.</li><li>It is conceptualised by Ogilvy India. </li></ul>Cadbury Perk is all set to launch yet another jocular campaign with Bollywood Actress Alia Bhatt. Through a delightful digital film featuring the youth icon, Cadbury Perk is encouraging consumers to face life’s twist and turns, with a light attitude – manifesting the message ‘Take It Light’.<br /><br />Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India, said, “Cadbury Perk has been rooted in the youth culture, since its inception almost 25 years ago, owing to its fun persona and relevant messaging – we propagated the message of ‘Masti’ from 2015 which resonated well and helped establish Perk as a fun brand. This time, we wanted to be rooted in the product and reinforce the delightfully light eat-experience of Perk. Today’s youth believe in facing life’s stresses with lightness. Our launch film and tagline ‘Perk khao, Light ho jao’ attempts to land the message that Perk is THE light chocolate, in a fun manner, through the route of levitation. In the past, we have had lively and high-spirited personalities to cater to the youth cosmos like Preity Zinta, Genelia D’souza and Ananya Panday who embody what Cadbury Perk stands for – youth, fun and Joie De Vivre. With Alia Bhatt back on-board as the face of the brand, we are positive that she will bring the ‘Take It Light’ proposition to life effortlessly with her bubbly persona and strong youth connect.”<br /><br />Brand Ambassador, Alia Bhatt, said, "Super thrilled to be back with brand Cadbury Perk – one of my favourite chocolate brands. A brand that is fun and easy-going, Cadbury Perk reflects my own playful personality and mantra in life – to ‘Take It Light’! The entire experience from the shoot to all the intrigue we created pre-launch was fun too.”<br /><br />  <div type="Youtube" id="ezyzON3q7Mo" title="Perk “Udd Gaye” featuring Alia Bhatt | Hindi" thumbUrl="https://i.ytimg.com/vi/ezyzON3q7Mo/mqdefault.jpg"></div><br />The new campaign is supported by a captivating digital film: Udd Gaye, starring Alia Bhatt and Pavail Gulati. The film begins with a very blissful setting of a wedding mandap where Alia and Pavail aka the groom, are seen performing the ‘Jaimala’/garland ceremony where Pavail’s friends lift him on their shoulders as a ritual while making it a challenge for Alia to reach him. Being her bubbly self, Alia embraces the challenge, takes a bit of the light and crunchy Cadbury Perk levitating herself off the ground and puts the garland around his neck exhibiting the message of ‘Perk khao, light ho jao’.<br /><br />Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “This is a super fun idea on lightness, executing this was truly a ball. Working with Alia, Pavail and Bob was just lots of masti. I believe, the social surround around the idea and the film will beautifully bring the core idea to life - Perk khao, light ho jao.”<br /><br />To bring alive the launch of the digital film, the stage was first set by building intrigue around Alia Bhatt’s association through impactful social media and influencer engagement, followed by unveiling the film poster showcase, leading to the final launch of the digital film.

Cadbury Perk's ad with brand ambassador Alia Bhattencourages consumers to face life’s twist and turns with a light attitude

<h3><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Hollis Johnson</span></p></div><p></p></div></div></h3><h3>1. <a href="http://www.businessinsider.com/what-it-costs-to-open-a-chick-fil-a-2016-1">It costs almost nothing to open a Chick-fil-A</a></h3><p>Despite its success, Chick-fil-A charges franchisees only $10,000 to open a new restaurant, and it doesn't require candidates to meet a threshold for net worth or liquid assets, the company told Business Insider.</p><h3><strong>2. <a href="http://www.businessinsider.com/papa-johns-cuts-artificial-flavors-2016-1">Papa John's just made a huge change to its ingredients</a></strong></h3><p><span>The pizza chain announced on Tuesday that it had removed artificial flavors and synthetic colors from its food items, including pizza ingredients and toppings, desserts, and sauce selections.</span></p><h3>3. <a href="http://www.businessinsider.com/cadbury-creme-egg-sales-plummet-2016-1">Cadbury Creme Egg sales have plummeted after a controversial recipe change</a></h3><p><span><span><a href="http://www.businessinsider.com/cadbury-changes-creme-egg-recipe-2015-1">Last January</a>, </span>Cadbury changed the recipe of its iconic Creme Eggs; it swapped the Dairy Milk the company used in its shells for "a standard traditional Cadbury milk chocolate." Now, <a href="http://www.buzzfeed.com/saraspary/cadbury-creme-egg-sales-tumble-after-recipe-change-fury#.wgovzWdY0">BuzzFeed News</a> has reported that sales have dropped by more than $8 million since the big change.</span></p><h3>4. <a href="http://www.businessinsider.com/heineken-launches-moderate-drinkers-wanted-ad-2016-1">Heineken ad says you'll get more girls if you drink less beer</a></h3><p><span>In a press release, Heineken said the advertisement is rooted in research conducted by research agency Canvas8. The research shows that "responsible drinking is becoming the preferred means of enjoyment" for people over 21-years-old.</span></p><h3>5. <a href="http://www.businessinsider.com/starbucks-pays-for-baristas-housing-2016-1" target="_blank">Starbucks is offering a huge perk to workers in China</a></h3><p><span>Starting this month, full-time baristas and shift supervisors in China's Starbucks corporate stores will receive a monthly housing subsidy, expected to cover an average of 50% of monthly housing costs, according to a recent release.</span></p><h3>6. <a href="http://www.businessinsider.com/axe-launches-find-your-magic-campaign-2016-1">Axe is dropping its bro advertising in favor of a more modern take on masculinity</a></h3><p><span>Unilever-owned Axe is changing gears and dropping its signature "bro" ad campaigns. Instead, the company will be attempting to appeal to a wider demographic of men, by showing that masculinity is more expansive than just the idea of the alpha male.</span></p><h3>7. <a href="http://www.businessinsider.com/adore-me-shoppers-complain-of-scam-2016-1">Furious customers are calling a hot lingerie startup a scam because of its sales model</a></h3><p><span>Lingerie startup Adore Me has been besotted with good press, but the company has also endured backlash from some of its customers. Adore Me operates on a subscription model, which locks buyers into monthly payments. Some consumers say they do not receive clear disclosure about this. </span></p><h3>8. <a href="http://www.delish.com/food-news/a45512/starbucks-valentines-day-frappuccinos/" target="_blank">A barista has created a secret Valentine's Day Starbucks menu</a></h3><p>Tuscon, Arizona Starbucks barista Tony Aguilar posted photos of three Valentine's Day-inspired Frappuccinos to <a href="https://www.reddit.com/r/starbucks/comments/409bi2/my_coworkers_and_i_came_up_with_some_valentines/" target="_blank">Reddit</a>, <a href="http://www.delish.com/food-news/a45512/starbucks-valentines-day-frappuccinos/" target="_blank">Delish has reported</a>. He says he and his coworkers invented these beverages, which include the Valentine Frappuccino, the Love Bean Frappuccino, and the Java Berry Frappuccino.</p><h3 class="page-title">9. <a href="http://nrn.com/franchising/burger-king-franchisee-buys-42-units-south">A major Burger King franchisee has bought 42 more units</a></h3><p><span><span>Cambridge Franchise H</span>oldings has swept up</span><span> 42 southern locations of fast food chain, according to <a href="http://nrn.com/franchising/burger-king-franchisee-buys-42-units-south" target="_blank">Nation's Restaurant News</a>. Now, the franchisee has 85 units.</span></p><h3>10. <a href="http://www.businessinsider.com/american-apparel-missed-payroll-blames-deutsche-bank-2016-1">American Apparel briefly failed to make its payroll last week and the CEO is blaming Deutsche Bank</a></h3><p><span>American Apparel temporarily missed its payroll for US staff last week, according to two internal emails obtained by Business Insider. At least one employee complained about not being paid on social media, also.</span></p>

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Cadbury Perk's new ad reminds netizens to ‘take it light’ and not be offended with the smallest of things

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Cadbury Perk's ad with brand ambassador Alia Bhattencourages consumers to face life’s twist and turns with a light attitude

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