KITKAT campaign with brand ambassador Ayushmann Khurrana

For many young people, the new normal today has brought with it a lot of stress and anxiety with having to adapt to many new and different ways of going about their daily activities.

At this time, the new KIT KAT brand campaign ‘Life Hai, KITKAT break banta hai’ empathises with this new reality that the Indian youth is facing and encourages them to take a break from these new daily situations and come back with a fresh perspective to enjoy a moment together with a smile, positivity and enthusiasm.

Commenting on the launch of the campaign, Nikhil Chand, Director - Foods and Confectionery, Nestlé India said, “Over the last 25 years, KITKAT, with its positioning of 'Have a Break, Have a KITKAT' has made millions of Indian consumers have enjoyable breaks with delicious, crispy KIT KAT fingers. Our new campaign ‘Life Hai, KITKAT break banta hai’ celebrates the resilience and adaptability the Indian youth have been displaying. The campaign highlights how, when at times, ‘the new normal’ may get ambiguous and stressful for the youth, all it takes is a meaningful pause with the deliciousness of a KITKAT break to gain a fresh perspective on situations that they may be faced with. The film encourages the youth to take a short break and come back with a smile and renewed positivity to effectively deal with the unsaid conflict the new normal brings to their lives.”

Expressing his thoughts on the association, Ayushmann Khurrana said, “While we continue to adapt to a new lifestyle and manage the everyday challenges, I have realised the importance of taking

little breaks regularly. Adapting to the new reality and staying away from their comfort zone of friends, college etc. has been the toughest for the youth, and I can imagine the stress and anxiety in their lives. But, taking a short KITKAT break and together making the situation more playful and filled with smiles is something we all can resonate with right now.”

Name of Creative Agency: Wunderman Thompson, Delhi.