INDIA — Cadbury Dairy Milk Silk has launched a new TVC to continue the “How Far Will You Go for Love” campaign which was launched earlier in the year.
“Cadbury Dairy Milk Silk has long stood for the best taste of chocolate in India. This has manifested in our communication over the years as the expression of romance amongst Youth. With the youth of the country and their meaning of love evolving, there is a higher emphasis on gestures and acts that keep the romance fresh and alive,” said Anil Viswanathan, director of marketing for chocolates, Mondelez India.
Conceptualized by Mondelez India & Ogilvy India, the new film shows how a couple deeply in love turns an everyday moment into something truly grand and special.
“Chocolate and romance have always gone hand in hand, but no Indian brand has truly capitalized on the connection until now,” said Ganapathy Balagopalan, head of strategic planning, Ogilvy Mumbai.
“While Cadbury Dairy Milk Silk stories often hinted at a romance, the hero was always the product. It was always about the melty-chocolate. We believe it is time for the brand to evolve from being just a bar of indulgent chocolate to something greater, more desirable – make sharing a Silk, a symbol of romance. It feels like a natural evolution for the brand and will give us a more relevant role in young people’s lives.”
The film is a part of a larger integrated marketing mix including TV, on-ground, and a high decibel digital/social plan. Since social media is where Gen Z spends most of its time, the film was launched on Instagram with a meticulously planned sequence of activities that led to the reveal of the film.
The campaign took the umbrella from the film and made it a symbol of love. With the “help” of eight of the top Indian Instagram influencers, who collaborated remotely and passed an umbrella among each other so it could reach the film’s protagonist.
Credits
Client: Mondelez India Foods Pvt. Ltd.
Creative Agency: Ogilvy India
Media Agency: Wavemaker India
Chief Creative Officer Worldwide: Piyush Pandey
Chief Creative Officers, India: Kainaz Karmakar & Harshad Rajadhyaksha
Chief Client Officer, India: Hephzibah Pathak
Associate President: Prakash Nair
Creative team: Zenobia Pithawalla, Mihir Chanchani & Vishal Rajpurkar
Digital Team: Neville Shah & Karthik Krishnan
Account management: Antara Suri, Parshuram Mendekar, Esha Gandhi, Saee Takalkar & Saket Modi
Planning team: Ganapathy Balagopalan, Bhakti Malik & Prasidh Dalvi
Production house: Nirvana Films
Director (film): Prakash Varma
Executive Producer: Sneha Iype
Producer: Manjeet Bawa Director of photography: KU Mohanan
