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KITKAT x Spotify: A Break Worth Listening To

KITKAT x Spotify: A Break Worth Listening To

In an age of algorithms and autoplay, KITKAT and Spotify are teaming up to remind us that even music needs a break.

The two brands have launched a clever, culturally relevant campaign called “Break the Loop,” fronted by actor and musician Ayushmann Khurrana. At its core, the initiative invites listeners to step away from their go-to playlists and explore new sounds, moods, and artists-redefining a break as a moment of personal discovery.

It’s a smart collision of physical and digital experiences. KITKAT, long synonymous with taking a pause, brings that idea to life through special edition chocolate packs embedded with QR codes. One quick scan leads consumers to a personalised Spotify playlist based on their own listening data-curated to break the monotony and spark musical curiosity.

“KITKAT breaks have always been about meaningful pauses,” said Gopichandar Jagatheesan, Head of Confectionery Business, Nestlé India. “With Spotify, we’re turning those breaks into moments of musical surprise-refreshing the mind, not just the palate.”

“Spotify is built for discovery,” added Sanketh Garimella, Director – Sales, Spotify India. “This partnership makes that discovery tactile-bringing digital music exploration into everyday moments like a snack break.”

The collaboration benefits both brands in meaningful ways. For Spotify, it’s a chance to drive deeper engagement and highlight its mood-based curation features. For KITKAT, it injects fresh relevance into the brand’s legacy message, especially with younger audiences who live in a swipe-and-stream world.

By tapping into something as universal as music-and pairing it with the familiar joy of a chocolate break—this campaign goes beyond marketing. It becomes a shared experience, where the simple act of unwrapping a KITKAT could lead to your next favourite track.

With Ayushmann Khurrana adding his signature charm, “Break the Loop” hits the right notes: playful, purposeful, and perfectly timed.

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