Since the arrival of the pandemic, people have had to adjust to a new way of life. Stress and anxiety levels have risen significantly, especially among the youth as they had to adjust and adapt to various changes in a short span of time.
To address this situation, KitKat has launched a new brand campaign ‘Life hai, KitKat break banta hai’. KitKat has a fun take on the situation as it empathises with the youth while encouraging them to take a break and also to face the situation with enthusiasm and positivity and to come back with a new perspective.
The ad features Ayushman Khurrana who plays the role of a professor and who is trying to engage with his students while conducting an online class.
The ad reflects the reality of the current situation with accuracy as students and teachers around the world are taking online classes due to the pandemic induced lock down and closure of schools.
In the ad, Ayushman can be seen trying out tricks to motivate his students who are bored and exhausted of trying to learn on a virtual platform. To spark some enthusiasm and to feel refreshed the teacher and the students take a break and feel relaxed.
Online classes and work from home has added to the pandemic induced anxiety. Lack of interaction with others due to the safety regulations and the pressure of adapting to the online platforms is a major issue being faced by the people. Taking a break is extremely important for the the sake of good mental health.
The ad has been conceptualised by Wunderman Thompson, the highly rewarded global marketing communications agency. The agency handles marketing campaigns for several other major brands like PepsiCo, Burger King, Century Ply etc.
As per Nikhil Chand, Director – Foods and Confectionery, Nestle India, the new campaign is an ode to the adaptability and resilience of the Indian youth in the current global situation. The campaign highlights the importance of taking a break to handle the stress and to come back with renewed energy and positivity to efficiently deal with the challenges that life throws at them. According to Ayushman Khurrana, the situation has been stressful for students as they have been separated from their friends and their school and college environments since the past few months. A short KitKat break will help them break the monotony and and make the situation a bit more enjoyable.
