KitKat has rolled out a campaign 'Ultimate Break' featuring actor Ayushmann Khurrana, to highlight its partnership with Netflix.

Conceptualised by Manja, the ad film features Khurrana being offered acting roles he's already played before. Expressing his need for a break from being typecast, he picks up a KitKat and notices a QR code for Netflix, hinting at an 'Ultimate Break.' Scanning the code, he is transported into the world of Netflix, immersing himself in shows like Squid Games, The Great Indian Kapil Show, Rana Naidu, and more. Returning to reality, he enthusiastically accepts the roles he was initially pitched.

What do we think about it:  Effectively combines KitKat's 'take a break' appeal with Netflix's immersive world, crafting a compelling narrative for viewers.

Rupali Rattan, director, confectionery business, Nestlé India, said, “KitKat believes that breaks are good for you. Similarly, Netflix has also exemplified this belief by providing exceptional content and best-in-class entertainment to its subscribers. We are thrilled to partner with Netflix and believe that together we can provide our consumers with the experience of the ultimate entertainment breaks."

Poornima Sharma, head of marketing partnerships, Netflix India, said, “At Netflix, we are committed to providing best-in-class entertainment, and KitKat has championed breaks. This partnership makes for a perfect match, giving our viewers the ultimate break by combining their favourite Netflix films and series with the delicious taste of KitKat.”