Ogilvy & Mather India and Cadbury Dairy Milk release irresistible say it with silk campaign
Cadbury Dairy Milk Silk, India’s favorite premium chocolate brand, recently launched a new thematic TVC, encapsulating the brand’s signature romantic nostalgia – “Kiss me…close your eyes”. The film showcases two young puppeteers craving so much for Cadbury Dairy Milk Silk, that they indulge while in the midst of a performance, thus highlighting yet another unique ‘irresistible Silk’ story, continuing to build on the excitement and ‘finger licking’ awesomeness of Cadbury Dairy Milk Silk.
The launch of the new Thematic TVC comes in at the time when the brand is going all out to amplify joy on Valentine’s Day, with the ‘Say It With Silk’ campaign. Taking cognizance of how
well Cadbury Dairy Milk Silk’s features resonates with special occasions, the brand had launched the ‘Say It With Silk’ campaign last year. This Valentine’s Day, the campaign being bigger, better and more engaging, the brand has introduced a 360-degree integrated campaign, that includes a special TVC, digital and outdoor activations, exciting on-ground & in-store activation and POB visibility.
Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, “Cadbury Dairy Milk Silk is one of our most successful chocolate innovations and has played a lead in the premium segment. We believe Cadbury Dairy Milk Silk offers consumers a great ‘indulgent’ eat experience and thus our campaign is around how it is impossible to resist a Silk. While the product promise of softer, smoother and silkier chocolate is well entrenched with the consumers, in the new thematic TVC, the brand goes a step further and showcases the Silk lovers’ experience with a bar of Cadbury Dairy Milk Silk, in a cute and light-hearted set-up.”
Zenobia Pithawalla, Executive Creative Director, Ogilvy and Mather, said, “The task was to show – when you want to have a Cadbury Dairy Milk Silk, you’ve got to have it. To bring this craving alive we used puppets. The film is about two young puppeteers who crave so much for the chocolate, that they devour it while they are in the midst of a performance. The puppet show going haywire says it all. You can’t resist a Silk craving.”
‘Personalization’ is one of the key highlights of the ‘Say It With Silk’ campaign. Be it the innovative Limited Edition Packs or the series of digital activations and engagements, Cadbury Dairy Milk Silk is going all out to encourage consumers to “Say it with Silk” and indulge in the experience. Some of these include short Silk Videos, personalized greeting videos, personalized play lists in association with a music portal, digital and social media contests, Dubsmash contests, personalized fairy tale romance books and presence on popular event/ ticketing sites as sponsors, relaying the brand messaging.
Credits –
Creative team: Zenobia Pithawalla – Executive Creative Director, Mihir Chanchani – Group Creative Director, Vikram Shah – Copy Supervisor
Servicing: Prakash Nair – Senior Vice President, Pradnya Hattangadi – Client Services Director, Smita Padmanabhan – Management Supervisor, Shruti Paranjpe – Senior Account Executive
Planning: Ganapathy Balagopalan – Senior Vice President – Planning, Jasmeeta Agarwal – Senior Planning Director, Shriya Sengupta – Planning Director
Production: Production house: Breathless Films, Director (film): Vinil Mathew , Producer: Swadha Kulkarni, Director of photography: Mithesh Mirchandani