Ayushmann Khurrana enjoys 'The Ultimate Break' with Kit Kat, Netflix

Netflix and KitKat have launched an exciting new collaboration centered around the theme of "breaks." This innovative partnership allows fans to scan a QR code on the all-new KitKat packaging and be transported into the Netflix world.

During the program period, participants can purchase the 38.5g or 57g KitKat variants and scan the QR code to access The Ultimate Break website, where they stand a chance to win exclusive KitKat x Netflix merchandise. Each mobile number is eligible for a maximum of one prize, and one hundred winners will be selected randomly every day.

In addition to the chance to win merchandise, participants can also design their own Ultimate Custom Poster. By uploading their photographs, they can create personalized versions of posters for popular Netflix shows.

The program is valid only in India from June 1 to June 30, 2024.

To promote this collaboration, an advertisement featuring KitKat’s brand ambassador, Ayushmann Khurrana, was released. In the ad, Khurrana is depicted sitting on a movie set, feeling fatigued by the repetitive nature of scripts similar to his previous hits like "Dream Girl" and "Shubh Mangal Savdhaan." He is yearning for a break from these roles.

Suyash Barve, executive creative director at Manja—the agency behind the campaign—explains that the ad is a perfect blend of both brands. "It’s not a Netflix ad, and it’s not a KitKat ad. It's 50:50. That was the idea behind the partnership. While many partnerships are restricted to packaging, this one translates into a film as well."

Barve reveals that it was Netflix that approached the agency seeking a film to build on past partnerships like the one with "The Archies" and Starbucks. He says the challenge was to seamlessly blend KitKat's long-standing association with ‘breaks’ and Netflix’s reputation as a go-to break destination. He states that the partnership between the brands was already established when Netflix approached the agency.

"These two brands have really owned the term ‘breaks’ in two very different ways. The challenge was how to bring them together. I think that was the core of the brief," he says.

He further adds that they specifically chose Khurrana for the film because he is already the brand ambassador for KitKat. "He can kind of carry that story forward and become more of a visual mascot for KitKat in the Netflix world as well."

According to Barve, the creation of the ad involved a unique process. "Unlike most projects where you write the script and then shoot it, we first had to select scenes from Netflix shows and movies, then write the script. We reviewed around 70 to 80 scenes before settling on the final four or five."

He concludes that this collaboration showcases the blending of the worlds of KitKat and Netflix to offer consumers a truly immersive experience.