The new festive campaign by VML India shifts the spotlight from picture-perfect celebrations to the small mishaps that disrupt them, bringing KitKat’s familiar break philosophy into the festive rush.
Festive plans can be carefully made, but celebrations often come with their own share of interruptions. Last-minute preparations, unexpected problems and everyday frustrations form the starting point for KitKat’s latest festive campaign, which finds humour in the moments that threaten to take the fun out of the occasion.
Conceptualised by VML India, the campaign uses familiar festive situations to show how a brief pause can help people return to the celebrations. Instead of focusing only on the big moments associated with festivals, the creative approach draws attention to the little things that do not go according to plan.
Bringing the KitKat Break Into Festive Life
For KitKat, the campaign places its established break proposition within the realities of the festive season. Gopichandar J, Director – Confectionery, Nestlé India, said: “Festivals are a time for joy, celebration and making memories, but the little things that do not go as planned are part of the experience too. KitKat has always been a beloved companion for meaningful breaks, and with this campaign we want to remind everyone that taking a quick pause can lighten up the festive mood”
The campaign also reflects a focus on consumer experiences that are often overlooked in seasonal advertising. Varun Sethuraman, Head of Marketing Communications, Nestlé India, said: “We believe that building meaningful brands means staying connected to the realities of consumers’ lives. Festive advertising often celebrates the big, joyful moments, but it’s the small, unexpected moments that make these occasions real and relatable. KitKat brings its distinctive brand philosophy into a familiar cultural context, finding a fresh and humorous way to connect with consumers”
VML India Builds on Relatable Festive Moments
The agency’s approach centres on the unpredictability of celebrations and the role humour can play when plans go off track. Kunal Roy, Managing Partner, West & Growth, VML India, said: “We’re excited to partner KitKat once again during the festive season that holds so much significance for both the brand and the consumer. This film from KitKat is a fun reminder to take a break, especially in the midst of the festive frenzy.”
Rohan Kumar, Executive Creative Director, VML India, added: “John Lennon said, ‘Life is what happens when you’re busy making other plans.’ Festivals are no different. No matter how well you plan, there’s always something waiting to interrupt the vibe. With this campaign, we wanted to capture those very real, very relatable moments when festive plans go slightly sideways and show that sometimes, a break is all it takes to get the vibe back.”
The campaign is live across YouTube and Meta, extending KitKat’s festive messaging across digital platforms.
Rather than relying on idealised festive imagery, KitKat builds its campaign around the imperfections people recognise in their own celebrations. That gives the brand’s break proposition a natural role in the story, connecting the product with a familiar seasonal frustration.
Credits:
- Client: Nestlé India Pvt Ltd
- Brand: KitKat
- Agency: VML
- Agency Leadership: Babita Baruah, Chief Executive Officer, VML India; Kunal Roy,
Managing Partner, West & Growth, VML - Creative Leadership: Rohan Kumar, Executive Creative Director, VML
- Creative Team: Esha Sinha, Tenzing Riyal
- Account Management: Rahul Kumar Singh, AVP & CSD, Nishtha Dhingra
- Account Planning: Twinkle Jain
- Director: Bhanu Babbal
- Production House: Abstract Films
