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Cadbury Perk takes on cancel culture and political correctness in India

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By Shawn Lim | Reporter, Asia Pacific

February 15, 2022 | 3 min read

Cadbury Perk is taking on cancel culture and political correctness in a new campaign in India that uses funny disclaimers.

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Cadbury Perk Disclaimers’ is an attempt at addressing growing cancel-culture

The campaign for the Mondelez-owned brand, called “#PerkDisclaimers” and created by Ogilvy, wants to address how people are overly triggered today by minor issues.

It does this by buying pre-roll ads that contain disclaimers on popular videos on YouTube to warn viewers against watching them, lest they get offended.

“With a 25-year-old strong legacy, Cadbury Perk has brought alive the brand’s fun persona with exciting campaigns through the years, and we only want to strengthen that connection. Whether it was the message of ‘Masti’ or ‘Take It Light’, the effort to stay relevant and rooted in the youth culture helped us establish Cadbury Perk as a fun and quirky brand,” said Anil Viswanathan, vice president for marketing at Mondelez India.

“This year we are taking it a notch higher with the same light-hearted approach to highlight an important issue. ‘Cadbury Perk Disclaimers’ is our attempt at addressing the growing cancel-culture, especially the most trivial things posing as strong triggers - right from someone’s hair or holiday plans. Whether it’s a website or a post on Instagram, this culture has augmented the use of disclaimers, and we aim to parody this trend through offbeat disclaimers calling out the frivolousness of some of these issues. Thus, just like Cadbury Perk, urging everyone to ‘Take It Light’.”

Cadbury: #PerkDisclaimers by Ogilvy

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