One of the main reasons for choosing the frame of Hindi movies is to make it relatable and bind the foundation of the new emotional positioning platform.
Kitkat being a worldwide famous and loved brand, has a lot of notions connected to it. One of which is the aspect of ‘break’ and ‘short-lived.’ Being so visible in the market it would be very difficult to try and build a completely new foundation from the start without relevant context and vision. Due to which the concept of the entire campaign was to inculcate the feeling of ‘achievement’ and happiness through new beginnings but by showing them the end results.
Showing the audience snippets of famous iconic Hindi movies with dialogues that are also picked up from the movie itself, gives a sense of connect to the consumer, With this build-up, the consumer already knows the outcome (due to the movie). Taking advantage of knowing the before and after of a story, I tried to add my product in such a manner that the audience engraves a notion of KitKat being the catalyst in the entire process. This is done by choosing the dialogues wisely and having relevant imagery.
The format of the campaign is also trying to be a bit comical as adding a wafer chocolate to be a catalyst in such extreme movements is ironical. Which is why it functions as one of the factors of being stuck in the mind of a consumer.
Focusing on the crowd that is currently in a difficult and messy phase, these movies directly connect to the audience which the new campaign is looking for. Using these movie lines and imagery not only makes it a way to narrow down the target audience but make it far more relatable to those who matter.
