Perk sets up own website

Cadbury India has now gone online with Perk setting up its own website called www.takeitlightly.com designed by OgilvyOne.

Recently the company had signed on actress Genelia D'Souza as brand ambassador for Perk.

The digital initiative aims to speak to the youth and take forward its 'Take it lightly' positioning. Sanjay Purohit, director, marketing, Cadbury India believes that Perk is a youth brand and therefore the online initiave to connect with them.

When users access www.takeitlightly.com, the website ''unloads'' all the problems and tensions that the youth tends to face on a daily basis. Finally, the site moves onto a page where Genelia D'Souza is holding a Perk and announces that there are no heavy duty fundas or quick-fix solutions on the site and hence there is no site! In fact, the entire site is a single static webpage. The focus of the online campaign is 'No gyan, no bhashan... just a simple message that says 'Chill! And take it lightly/'

Online banners will be a major part of this campaign. The banners will be placed across all the typical ''irritants'' that today's youth face. When the youth are experiencing a web irritant and see these strategically placed banners, the agency hopes it will bring a smile to their face and get them to grin and 'Take it Lightly'.

If they choose to click the banner, it would take them to the static website page which instead of loading a website, unloads all the common hassles of everyday youth from break-ups, to acne, to boredom, to career confusion and tells them to ''take it lightly!''

Recently, Cadbury relaunched its brand variant Perk with a television advertisement that was targeted at the youth.

Perk is a brand that youth is associated with and youth are digitally savvy bunch that's very active on the social networking scene. The online campaign will meet them on their own turf with clever messaging, which is relevant and which makes them smile.