KITKAT and Spotify have come together to help consumers ‘Break the Loop’ and break free from their monotonous playlists. Featuring Bollywood icon Ayushmann Khurrana, KITKAT’s new campaign is inviting people to break out of their usual Spotify playlists and discover fresh tracks, genres and moods, turning everyday music breaks into moments of discovery.
The film, conceptualized by Leo Burnett, brings alive KITKAT’s core message of meaningful, refreshing breaks in a modern, digital context. With specially designed KitKat packs, every break becomes a playful moment of discovery. Just scan the pack to unlock personalized Spotify tracks based on your listening behavior, serving you fresh music you’ve never heard before.
Link to the film:
Speaking about the campaign, Mr. Gopichandar Jagatheesan, Head, Confectionery Business, Nestlé India, said “KITKAT breaks have always been about taking a meaningful pause. With ‘Break the Loop,’ we’re extending that idea to the digital world, teaming up with Spotify to give consumers a light-hearted, relatable reason to pause their day and refresh not just their mood, but their songs too.”
Mr. Sanketh Garimella, Director of Sales - CPG & Auto, Spotify India said "Spotify playlists are designed to encourage the discovery of new music for listeners, and our personalized playlists tap into different moods and moments of the consumer. KITKAT’s new campaign is a great example of how those who listen to their favorite songs over and over again, every day, can easily find new music they'll love on Spotify, with playlists curated just for them."
The campaign kicks off with a digital-first film across YouTube and Meta platforms, supported by a multi-touchpoint rollout including outdoor media, Spotify in-app audio advertising and engaging social content.
