SINGAPORE — Chocolate brand Cadbury, together with creative agency Ogilvy, has launched a new TVC for Cadbury Dairy Milk Chocolate, reinforcing the brand’s ethos of generosity, to consumers and markets in Southeast Asia.
Cadbury’s brand platform of “goodness in everyone” has been consistently driving growth for the brand in Southeast Asia. The latest TVC was developed with the objective to demonstrate the Cadbury goodness or “Rasakan Lembutnya Kebaikan” (Taste/feel the softness of goodness). The story is anchored in the universal truth of not judging a book by its cover, going beyond snap judgment, and allowing softness in action and reaction which manifests into a little more goodness around us.
The authentic tone of the brand and the storytelling which has the duality of goodness in us as well as the product is very well captured in the story and is also breaking ad stereotypes in Southeast Asia.
Nikhil Nicholas, chocolate category lead, South East Asia said, “We fell in love with the script and it’s amazing to see it come to life on screen. Rasakan Lembutnya Kebaikan is our way of marrying both product and purpose for Cadbury Dairy Milk by showing how softness leads to goodness which speaks to the heart of this piece of communication.”
Nicolas Courant, chief creative officer, Ogilvy Singapore said, “Our Ogilvy teams in Southeast Asia came together and undertook a massive strategic and creative exploration process across Malaysia, Singapore, Indonesia, and the Philippines over a 6- month period to bring this story to life. It was a true reflection of our commitment to borderless creativity and to Cadbury as a brand. In some markets our relationship with Cadbury stretches over 50 years, so we could tap into an immense amount of knowledge and experience across the network.”
The TVC has launched in Indonesia and Malaysia and set for launch in the Philippines next month.
CREDITS:
Client: Mondelēz International, Inc.
Nikhil Rao: VP Marketing, South East Asia
Nikhil Nicholas: Chocolate Category Lead, South East Asia
Stacey Biagtan: Marketing Manager, Cadbury Dairy Milk
Agency: Ogilvy/Singapore
CCO: Nicolas Courant
ACD: Rachel Chew and Sonali Ranjit
Chief Client Officer: Giri Jadhav
Regional Business Director: Kanika Sood
Account Director: Bowie Tong
Production Company: Hanzo Films/Dubai
Director: Johan Stahl
DP: Werner Maritz
Producer: Chippy Babu
Executive Producer: Hijaz Moosa, Gemsheer CC
Offline Studio: BaconX/Copenhagen
Editorial Company: ArtOfficial, CPH
Editor: Jeppe Bødskov
Music: Anton Eger & Johan Stahl
Sound: Reda El-Kheloufi
Grading Studio: Cameo/Copenhagen
Colorist: Lasse Marcussen
Service Production: Biscuit Films/KL
Local Producer: Magen Appathurai, Daniel Wee
Media.Monks Team:
PRESS RELEASE
Head of Films APAC: Rebecca So
EP: Zyra Khiruddin
Producer: Thinesh Muniandy
Program Manager: Nigel Pinto
