Perk Disclaimers Cadbury Perk

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Overview

India has gotten really touchy lately, with many comedians getting pushback for their jokes, some even enduring protests for parody videos. Cadbury Perk chocolate's tagline translates to "lighten up", so Ogilvy India and the brand came together to lean into the controversy in a unique way. "Perk Disclaimers" is set of humorous pre-roll YouTube ads that flooded the service with disclaimers, but not the kind people are used to. Utilizing AI to target the most-searched videos, the pre-roll ads were placed before banal and uncontroversial videos, the disclaimers warning people about things like graphic violence against foods. Each disclaimer urged people to "lighten up" and have a Cadbury Perk chocolate.

Capability

  • Advertising

Team

  • Mumbai
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