KitKat has launched a new festive campaign conceptualised by VML India, highlighting the unexpected mishaps and last-minute challenges that often occur during celebrations.
The campaign showcases relatable situations where festive preparations do not go as planned, highlighting the gap between perfectly organised celebrations and the unpredictable reality of festive life.
Staying true to its familiar ‘break’ proposition, KitKat encourages consumers to take a quick pause and enjoy the festive spirit, even when things get chaotic.
The campaign, titled “KitKat | Break Hai Toh Vibe Hai,” reflects how small disruptions can become part of the festive experience.
Gopichandar J, director – Confectionery at Nestlé India, said festivals are about joy, celebrations and creating memories, but unexpected setbacks are also part of the experience. He added that KitKat aims to remind consumers how taking a short break can help lighten the festive mood.
Varun Sethuraman, head of Marketing Communications at Nestlé India, highlighted the importance of connecting brands with consumers' everyday experiences. He noted that while festive advertising often focuses on major celebratory moments, smaller and unexpected incidents make these occasions more relatable. Through this campaign, KitKat brings its brand philosophy into a familiar cultural setting with humour.
Kunal Roy, managing partner, West & Growth at VML India, said the campaign reinforces KitKat's message during an important festive period, encouraging people to take a break amid the celebrations.
Rohan Kumar, executive creative director at VML India, explained that festive plans rarely unfold exactly as expected. The campaign captures these relatable moments when things go off track and shows how taking a break can help restore the festive mood.
The campaign is now live across YouTube and Meta platforms.
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