Campaign: Jiyo Lightum Light
Company : Mondelez India
Agency: Ogilvy
The Campaign
The film begins with a shot of Alia Bhatt enjoying a Perk bar with her girlfriend. After taking a bite of the bar, the two girls decide to play a prank on a shop owner. Seeing the car owner leave his car for a minute, the girls walk up to the shop owner and ask him to watch the car for them.
As the car owner returns, the protective shop owner yells and tries to pull out the man from the car thinking he is stealing the young women’s car. At this point the two girls stop the shop owner and tell him that they had merely asked him to “look” at the car. The film ends with the girls running away and the slogan: “Jiyo Lightum Light.”
Our Take
After telling consumers that the glucose in chocolates shoots up energy levels, the brand is back to its ‘Take it Lightly’ philosophy. With the new TVC, Mondelez has gone back to its tradition of choosing young and bubbly brand ambassadors like Preity Zinta and Genelia D’souza, who endorsed the brand years ago. As far as finding the right endorser for the brand is concerned, the company has the perfect fit in Alia Bhatt.
Says Prashant Peres, director, marketing – chocolates, Mondelez India Foods Pvt Ltd, “Perk is a brand that believes in infusing fun into the mundane and our new TVC hopes to trigger the quirky side in everyone. In the past, we have had vivacious personalities like Preity Zinta, Genelia D’souza, who embody what Perk stands for – youth, fun and mischief. So Alia Bhatt was our natural choice for the brand as she brings the Jiyo Lightum Light tagline to life so effortlessly.”
But beyond finding the right ambassador in Bhatt, the film has nothing remarkable. The idea, the script, the execution are all ordinary and predictable from the beginning.
Bhatt immediately catches attention and the story succeeds in building an initial excitement about what next. It is evident from the beginning that the two girls are up to some mischief. A stronger story would have helped in building that curiosity and taking it to a fulfilling end. But that doesn’t happen. At the end, the shop keeper screaming “chor chor” fails to inspire cackles and while young girls laughing and running lightens the mood but it fails t oimpress.
In a nut shell, it isn’t a story that stays back with you after the film is over.
Teens and young adults being its core audience, humour is an integral part of Perk’s communication. The script, therefore, should have had a better idea for generating laughter.
As for the tagline ‘Jiyo Lightum Light’, it does justice to the brand’s proposition of a light snack that re-energises individuals and brings out the light side of their personality. Likewise, Bhatt, too, fits in well with the proposition of living life light.
In fact, the film rests entirely on her shoulders. Her presence and her performance are the only highlights of the film.
RATINGS: ***
