Festivals in India have always stood for celebration, joy and hope. This year, more than ever, we have realized that one really needs to find light, happiness and meaning even in tough times.

This festive season, KITKAT brings a brand first innovation with ‘Glow-in-the-Dark’ packs to help youngsters #Celebreak. These first of its kind packs reinforce the message that if you ‘look for it’, you will find happy reasons to not only make you smile but also bring a smile to someone else. 

This brand first innovation has each pack carrying two unique messages of positivity, encouragement and joy. The first cheerful message one sees under light which changes into another surprising message when seen in the dark. This unique experience is designed to reinforce the importance of smiling in today’s times and that many little smiles can add up to a great celebration. The initiative is an extension of KITKAT’s proposition of ‘Life hai, KitKat break banta hai’ which encourages one to take a break and come back with a refreshed and optimistic perspective in these new normal lives. 

Speaking about the initiative, Nikhil Chand, Director - Foods & Confectionery, Nestlé India said, “KITKAT, with its positioning of 'Have a Break, Have a KITKAT' has always offered our consumers enjoyable breaks with delicious, crispy KIT KAT fingers. The new brand first ‘Glow in the dark’ packs are designed to bring a smile in these challenging times. When a message like ‘remember to make someone smile’ changes to ‘remember to Smile’ in the dark or ‘ you are here for the celebration’ changes to ‘ you are the Celeb’, we are sure that consumers will smile themselves and make someone else smile this festive season as well.”

The limited-edition pack will be available in the four-finger variant across retail outlets in India and is priced at INR 25.