Kit Kat ‘dancing babies’ gets 1m views in a week

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Nestlé's latest video campaign in India featured dancing babies- seeding the ad on YouTube ahead of its first TV broadcast and getting 1.5m views in the process. As part of promoting the TVC, television will be the lead medium for the campaign with a high frequency intensive burst on a mix of mass and regional channels. Digital and Facebook were also key pegs in the campaign. In a similar vein to Evian’s 2010 ‘Roller Babies’ ad, the Nestle campaign centres of a group of babies that begin dancing (with the aid of CGI) in a daycare centre.

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Brand: Nestle, Kit Kat | Sector: FMCG, Food and Beverage | Country: India | Objective: Build brand engagement | Agency: JWT Delhi | Format: YouTube, Video, Social Media, Twitter, Facebook |

The campaign, created by agency JWT Delhi, forms part of the brand’s communication theme ‘Good things happen when you take a Kit Kat break’.

The ad follows on from previous video campaigns Squirrels (2010) and Birds (2012).

Commenting on the campaign, Himanshu Manglik, Spokerperson for Nestle India, said, “Nestlé Kit Kat is one of the most loved brands across the world. The current creative brings in a fresh emotional approach to bring alive the same message. It uniquely shows how taking a Kit Kat Break helps you notice something good which you might have otherwise missed. This brand connects with the youth and continues to speak to the youth. The idea that Kit Kat Breaks help you look beyond the obvious is a strong concept and the youth connect well with it.”

The ad was published on YouTube on 17 Jan and has garnered 1.5m views and1,500 ‘likes’.

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