Fresh take

Three new TV commercials back to back, then a high-profile Nescafe ad preceded by a teaser. Nestlé, the country’s largest foods company, has suddenly taken the commercials market by storm.

It was in the chocolate segment that the company rolled out its three new TVCs for the season: A man-animal emotional play for KitKat, a brother-sister bonding in Munch and a personality statement with Bar-One.

Among the three TVCs, the most eye-catching is the animation, which Nestlé has used for the first time in India, with two squirrels unraveling the real world before a boy who has decided to take a KitKat break, being not so wired as his friend in the park. A raunchy Bollywood number blended in Stuart Little shoot plays out a little love story between two squirrels, only to be caught by the boy relaxing in the park with a KitKat.

 

“Our lifestyles keep us stressed and we miss seeing even the obvious. But KitKat breaks are good for you because they help you connect with yourself and your surroundings, and you are able to look beyond the obvious to find new meanings. The new TVC is also a creative leap and brings in a fresh, emotional approach that focuses not on the brand, but the benefit,” says B Kannan, general manager (chocolates & confectionery), Nestle. He adds that the new communication has been on air just for a few days and has already had over 800,000 views on YouTube.

The second TVC for Munch goes deep into a brother-sister relationship which makes the most of it when the little boy transforms into boxer Vijender Singh to express his urge to protect his newly-wed sister at her farewell. The third, a very youthful prank, projects Bar-One as the only personality statement that today’s youth can make. “The Bar-One TVC is about the young Indians who believe that their style, substance and taste differentiate them from the others. It extols this belief and reiterates that substance is paramount, and the self-confidence which this substance gives is the ultimate manifestation of style,” Kannan says.

What does Nestlé plan to achieve with these TVCs? “We continuously seek to renovate and innovate, not only our products but also our communication,” says Kannan. He claims Nestlé continues to be the undisputed leader in the chocolate wafer segment, “which we created with KitKat and Munch”.