Digitas India used the insight that 'everybody wants to take a break from the daily grind' and created a campaign called 'Break Banta Hai'. Upload your own case studies @ http://www.afaqs.com/news/case_studies/upload.html To request download, contact us at +91-120-4190721 or casestudies@afaqs.com Browse through more case studies @ http://www.afaqs.com/news/case_studies/index.html

1. Country: India | Industry: Food & Beverage
Kit Kat puts the fun back into the daily
life using social & mobile media
KIT KAT wanted to connect and engage with the youth by extending the
mainline proposition of “take a break” to the digital platform. DIGITAS INDIA
used the insight that “everybody wants to take a break from the daily grind” and
created a campaign called “Break Banta Hai”. This campaign served up quick
breaks to people whenever they wanted it on social & mobile media by using an
animated character to deliver the communication. By giving the brand social
currency , the campaign helped in creating real brand value and not just an
advertisement for the brand .
Client: Nestle India
Product: KIT KAT
Objectives: Build excitement & engagement
around the KIT KAT chocolate.
Target Audience: 16-25 Year Olds
Media: Social & Mobile
Key Results: •Over 200,000 fans on Facebook
•330,000 calls on the Interactive
Voice Response number (IVR)

2. Country: India | Industry: Food & Beverage
“This campaign helped us dive into the
digital medium and enabled the brand to
become a part of real conversations with
our target audience"
– Anamika Sirohi , Marketing Manager
Background/Challenges
NESTLÉ KITKAT is one of the most successful brands in the world and every year
over 12 billion NESTLÉ KITKAT fingers are consumed around the globe. In India
the brand has always propagated the 'break in routine' communication. The brand
wanted to build engagement with the youth by furthering its brand philosophy of
taking a break from daily chores by consuming the product.
DIGITAS India created a campaign based on the insight that everybody wants to
take a break from the daily grind. People do things like logging on to social
networking sites or using the mobile to do things that relaxes them or “gives them
a break”.
Active Branding Idea: Meet “Break Banta”
For the campaign a character was created that served up exciting, fun filled
breaks from the mundane situations of daily life related to relationships, studies &
parents. This character gave his own versions of being stuck in daily situations
and how he would use out-of-the-box thinking to take a break from these sticky
situations.
Break Banta served breaks that were enjoyable & sharable with an approach that
was aligned to the routes of entertainment and gifting. Funny & interesting breaks
were served in both audio and video format. The entertainment factor here looked
at as interruptive and not disruptive and being perfect for sharing with friends as a
timeout.

3. Country: India | Industry: Food & Beverage
Campaign:
An interactive social media campaign was developed around „Break Banta‟, the
perpetrator of fun filled breaks from mundane situations.
A Facebook page was created that delivered daily break situations, animated videos
and contests. This readily captured the mind space of the entertainment hungry
audience and connected instantly to generate thousands of conversations. The
breaks served were categorized into 6 categories of Love Life, Education, Parents,
Filmy, Telecallers & Faltu that struck a common chord with the youth. KIT KAT also
tied up with the movie „Break Ke Baad‟ to introduce a contest that saw 5 grand
winners meet the stars of the movie.
To tap into the mobile audience, an IVR number was created where one could either
listen to a break or share it with a friend by forwarding a code via SMS. After
receiving the code the recipient could listen to the same break by punching in the
code on the IVR.
Combining the power of Engagement with Reach
with an Integrated Campaign
Creative campaigns become highly effective when the reach of television is
combined with the engagement potential of digital media. The digital campaign of
“Break Banta” was integrated with Nestle's KIT KAT television commercial to further
the traction on social & mobile media. This convergence of the two powerful mediums
produced great results for the brand by enabling a tremendous consumer response
wherein Lacs of calls were received from the users on mobile and thousands of
brand conversations were started on the social media.
Results :
Nestle wanted to achieve buzz and excitement, which translated into
high levels of talk ability and sharing. DIGITAS INDIA delivered results
and more.
•Over 100,000 fans on Facebook within 90 days of the launch of
campaign
• 330,000 calls received on the IVR to where users listened to the jokes
• 100,000 callers participated in the KIT KAT Break Ke Baad Contest