Cadbury India has roped in actress Genelia D'souza as brand ambassador of Cadbury Perk. This marks the relaunch of the product and addition of a new variant, 'Perk Poppers,' to its portfolio. Perk & Perk Poppers, encased in new attractive wrappers, will contain an added taste of "Real Cadbury Dairy Milk" and an "improved wafer" bite.
Cadbury India director-marketing Sanjay Purohit said, "Genelia's connect with the youth made the task of identifying a new face easier. She embodies youthfulness and brand connect in a unique and powerful manner."
"Also, a little know fact is that Cadbury Perk has been a launch pad for Bollywood stars. All our Cadbury Perk brand ambassadors have subsequently made it big on cinema screens," Purohit adds.
Film actor and singer, Raageshwari featured in one of the earliest commercials for Cadbury Perk, during its launch in 1996. With the tag line – 'Thodi si pet pooja' – the brand wanted to target teenagers and their hunger pangs. Gayatri Joshi of Swades fame and Amrita Rao also featured in the Perk commercials after Raageshwari. After that, Preity Zinta was roped in with the tag line, 'Kabhi bhi kaise bhi.'
The new ad for Perk will follow its existing positioning of ‘Take it lightly’, and is expected to hit TV screens soon. The commercial will centre on the need to relax and chill out when things don’t fall in place. This positioning was introduced in 2008 with a campaign featuring Sharman Joshi. Incidentally, this was the first time a male celebrity was used to promote the brand
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