Alia Bhatt’s Playful Side with Cadbury Perk

Q: Why did Cadbury Perk choose Alia Bhatt as their brand ambassador?

Cadbury Perk chose Alia Bhatt because her natural playfulness and youthful charm perfectly matched the brand’s light, fun, and carefree identity.

Q: What makes the “Jiyo Lightum Light” campaign memorable?

The campaign stands out because Alia’s mischievous comic timing brought Perk’s “lighten up” message to life through simple, humorous storytelling.

Q: Which audience segment connects most strongly with Alia Bhatt’s Perk campaigns?

Teens and college-goers connect most with these ads because Alia’s energy and comedic tone feel relatable and youthful.

Q: Where can I get a celebrity to promote my brand?

You can connect with celebrities through platforms like Tring, which offers seamless access to stars, influencers, and endorsement services.

Q: How do I contact a celebrity for advertising my product?

You can reach out through Tring, which handles the entire process from outreach to campaign execution.

Q: How do I find the right influencer for my brand campaign?

Tring helps match your brand with influencers who align with your industry, audience, and marketing objectives.

Cadbury Perk has always positioned itself as a light, youthful, carefree chocolate, something you pick up when you need a quick laugh, not a heavy indulgence. When the brand needed a face who could translate this “take it light” narrative into something culturally relevant and irresistibly fun, Alia Bhatt became the obvious choice.

Her screen persona, bubbly yet sharp, mischievous yet endearing, matched Perk’s identity perfectly. She didn’t just sell the product; she became the brand's personality. Through her Perk films, Alia embodied the idea that life’s small irritations don’t deserve seriousness, just take a bite, smile, and move on.

Instead of dramatic storytelling or heavy branding, Cadbury Perk used Alia to bring back youthful comedy, everyday silliness, and a reminder that not every moment needs to be deep or serious. She helped Perk reclaim relevance among teens and college-goers who see chocolate as a mood-lifter rather than a treat.

Why Was Alia Bhatt the Perfect Choice for Cadbury Perk?

1. Her Naturally Playful Personality Mirrors Perk’s Tone

Alia’s public identity is full of lighthearted humour, spontaneous moments, and an approachable charm. This was exactly the vibe Perk needed: easygoing, slightly cheeky, and unmistakably youthful. She didn’t have to act playful; she already embodied the Perk attitude.

2. Strong Relevance to Perk’s Teen & College Audience

Cadbury Perk’s biggest consumers are school and college students, an audience that responds to quick humour and uncomplicated storytelling. Alia’s early roles and her off-screen personality made her relatable to this demographic without trying too hard.

3. Ability to Deliver Humor Without Overdoing It

Perk’s humour has always been situational, not slapstick. Alia’s light comedic timing made even the simplest lines eye rolls, sarcastic smiles, and witty reactions feel fresh. With her, the Perk humour didn’t feel forced; it felt like everyday Gen Z banter.

4. Perfect Fit for a Chocolate That Sells “Lightness”

Perk is literally a wafer-light chocolate. Alia’s lean, breezy, energetic appearance matched the brand’s physical product. She helped visually signal that Perk is not a “heavy” indulgence; it's quick, fun, and carefree.

Iconic Cadbury Perk Campaigns with Alia Bhatt

1. “Jiyo Lightum Light” with Alia Bhatt (2015)

In April 2015, Cadbury announced that Alia Bhatt would endorse Perk as part of a new campaign titled “Jiyo Lightum Light.”
In the campaign’s TVC, Alia appears in a mischievous, playful avatar. The storyline starts with her enjoying a Perk bar, and then she pulls a light-hearted prank on two men nearby.
The core idea of the campaign was to celebrate “lighter moments of life,” aligning Perk’s brand promise with youth-friendly energy, fun, and mischief, rather than heavy advertising or serious slogans.

This campaign was significant because it redefined Perk’s communication: from a simple snack to a youthful attitude, a chocolate you reach for when you want to laugh off small moments, not overthink them.

2. “Take It Light / Perk Khao, Light Ho Jao” Campaign (2021)

In March 2021, Cadbury Perk relaunched with Alia Bhatt as brand ambassador again, unveiling a digital film with the tagline “Take It Light.”
The film (titled “Udd Gaye”) uses a playful wedding-mandap setting: during the garland ritual, the groom is lifted by friends, making it a challenge for the bride (Alia) to reach him. Instead of stressing, she eats a Perk and “levitates,” completing the ritual effortlessly.
Through this ad, Cadbury Perk emphasised its brand proposition: Perk is the light chocolate that helps you handle life’s unexpected or awkward moments with ease and humour.

This campaign stands out as a concrete example of how Perk tried to embed itself into everyday youth life, not just as a treat, but as a mindset of light-heartedness and carefree attitude.

Why These Campaigns Work

The 2015 campaign didn’t lean on glamour or heavy scripting. It used simple, everyday teenage/young-adult moods, mischief, prank, laugh-out-loud, matching Perk’s identity as a light, fun snack.
The 2021 “Take It Light” film tied Perk to major life-rituals (weddings, social gatherings), but told the story in a witty, unconventional way, making chocolate a symbol of ease and levity, not seriousness.
The 2022 “Light Ho Jao” series showed Perk responding to real, relatable societal stressors from overreaction culture to cyber drama and offered a light-hearted antidote. This helped the brand stay relevant for Gen Z and early millennials who resonate with ironic humour.
Across all campaigns, Alia’s youthful energy, natural expressions, and ability to switch between playful and cool gave authenticity to Perk’s “lightness” claim. Her presence wasn’t just decorative; it shaped how the ads were perceived.

Just Like Cadbury Perk, Get a Famous Celebrity to Promote Your Chocolate Brand

Cadbury Perk’s long-running association with Alia Bhatt shows exactly how the right celebrity can redefine a chocolate brand’s personality. Perk didn’t rely on heavy storytelling or high-glam visuals; it used Alia’s playful, prank-loving persona to turn a simple wafer chocolate into a symbol of lightness, humour, and Gen Z-style unbothered confidence. Her presence made every Perk film feel breezy, relatable, and shareable, helping the brand stand out in a cluttered chocolate market filled with indulgence-led messaging.

When you choose a celebrity who naturally fits your product’s tone, the impact goes far beyond one ad. A well-matched face boosts recall, strengthens emotional connection, and gives your chocolate brand a clear personality across TV, digital, in-store, and influencer-led content. And with platforms like Tring, you can easily collaborate with top Bollywood stars, relatable youth icons, or fun digital creators who embody the mood your chocolate wants to sell, whether that’s lightness, indulgence, humour, or youthful energy. The right celebrity doesn’t just promote your chocolate; they shape how consumers experience it.