It all began when Nestle reported the theft of 12 tonnes of KitKat bars in transit from a factory in Italy to Poland. Nestle humorously turned the crisis into a marketing moment when it said that thieves took KitKat’s tagline (have a break) too literally by making a break with their chocolate. From Domino’s to KFC and Microsoft, everyone joined the KitKat heist party with condolence messages and spoofy takes. Kerala Tourism playfully said that it had checked its backwaters and found no chocolate there. While it was all in fun, everyone joining in unwittingly helped KitKat build more brand equity.

British ethical beauty brand The Body Shop celebrates its 50t^h anniversary with the launch of a new campaign film, Rebellious by Nature, featuring actors Mandira Bedi, Sumedh Vasudev Mudgalkar and Diksha Singh, each a rebel in their own right, on screen and off it. Rooted in the brand’s long-standing activist DNA, the campaign speaks out against unsolicited opinions and outdated rules even as it spotlights three of the brand’s most loved products in India — the Edelweiss Serum, British Rose Body Butter and Ginger shampoo.

Increasingly, national brands are going regional in their storytelling. Parle-G has just launched a two-part Bihu campaign that began with an unconventional two-and-a-half-minute music video. Featuring Assamese actor Partha Hazarika, with music by Nilotpal Bora and vocals by Dikshu, the film captured the infectious energy of Bihu. Building on the huge response it got for the music video, the biscuit brand has unveiled the main film — a poignant story of a musician named Ahir rediscovering his creative spirit as he stumbles into a vibrant Bihu celebration.

Hero MotoCorp’s Vida charges up the excitement of cricket with a purpose-led initiative. Every six hit by the Kolkata Knight Riders (KKR) will power something strong, says the brand. Vida, the title partner of KKR, has promised to install a 6kW fast charger for every six hit by KKR throughout the 2026 T20 season. As part of the campaign, Vida has also unveiled co-branded fast chargers in the signature KKR colours at prominent locations. An iconic installation was recently unveiled by KKR players, symbolising the partnership between sport, sustainability and the future of mobility.

Published on April 6, 2026