Ananya Pandey's ‘Sorry, I’m not available’ clip hijacking Perk ads

Ogilvy India has conceptualized Perk’s latest ad campaign ‘Masti Ka Daily Dose’ featuring director Anurag Kashyap and actor Ananya Pandey. Ananya Pandey has been roped in as the brand ambassador for Perk.

Until now, the brand has released 3 ad films. In the first film, Pandey who does not have enough time to shoot a proper ad, leaves Kashyap with a clip that says ‘Sorry, I’m not available’. That clip appears in several unrelated events to cause mayhem and mischief.

Speaking about the creative thought process behind the campaign, Amitabh Agnihotri, Group Creative Director, Ogilvy India said “Cadbury Perk is known for its light hearted ‘pranks and masti-ful’ approach for the last few years. Now with Ananya Panday as the new face of the brand, and both she and Anurag Kashyap playing themselves in the campaign, the brand has pushed the envelope in every aspect of communication. This time the whole campaign unfolds as if shot behind-the-scenes and in an ‘unscripted’ style. I hope our audience will enjoy the campaign as much as we loved creating it”

In the past, the brand had roped in Alia Bhatt for to create mischief in the brand TVCs. In this film, the brand was able to tie in the role of Perk with the mischief created by Alia Bhatt, however, in the latest series of TVCs, it is Anurag Kashyap who seems to be doing the mischief and Pandey who is biting into Perk without a clue.

Perk has always been a youth-oriented brand with a focus on the women T.G by bringing in actresses like Genelia D Souza and Preeti Zinta to be the face of the brand. The choice of Pandey in the latest TVCs is not doubt a continuation of that strategy.

At the end of each TVC there is a ‘to be continued’ subtitle that supports the idea that the brand is planning further films ahead in the campaign that will probably give a hint behind the antics that are occurring in the advertisement.