VML India has conceptualised a new festive campaign for KitKat, highlighting the everyday mishaps and last-minute disruptions that can accompany celebrations. The campaign uses relatable situations and humour to reinforce the brand's central proposition of taking a break.
The campaign focuses on moments when festive preparations do not go as planned, from last-minute rushes to unexpected setbacks that threaten to disrupt the celebratory mood. Through these situations, KitKat encourages consumers to take a pause and return to enjoying the festivities.
Gopichandar J, Director – Confectionery, Nestlé India, said the campaign aims to remind consumers that a quick break can help lighten the festive mood, even when things do not go according to plan.
Varun Sethuraman, Head of Marketing Communications, Nestlé India, said the campaign draws on the smaller, unexpected moments that make festive occasions relatable, rather than focusing exclusively on the larger celebratory moments typically featured in festive advertising.
Kunal Roy, Managing Partner, West & Growth, VML India, said the campaign reinforces KitKat's break proposition during a season that holds significance for both the brand and consumers.
Rohan Kumar, Executive Creative Director, VML India, added that the creative idea centres on the interruptions that occur despite careful festive planning, positioning a break as a way to restore the mood.
The campaign is live across YouTube and Meta platforms.
Campaign credits
- Client: Nestlé India Pvt Ltd
- Brand: KitKat
- Agency: VML India
- Agency leadership: Babita Baruah, CEO, VML India; Kunal Roy, Managing Partner, West & Growth
- Creative leadership: Rohan Kumar, Executive Creative Director
- Creative team: Esha Sinha, Tenzing Riyal
- Account management: Rahul Kumar Singh, AVP & CSD; Nishtha Dhingra
- Account planning: Twinkle Jain
- Director: Bhanu Babbal
- Production house: Abstract Films
