Amplifies the immersive joy with its “Feels Like a Lot More” proposition through an exciting 360 degree campaign
MUMBAI – September, 2017 – Mondelez India Foods Private Limited, a part of Mondelēz International (NASDAQ: MDLZ), a leading global snacking powerhouse, recently launched a new avatar of India’s favorite ‘premium’ chocolate brand – Cadbury Dairy Milk Silk. The all-new ‘more’ curvier, smoother and silkier Cadbury Dairy Milk Silk is an endeavor to deliver a more abundant and immersive eat experience for consumers. Cadbury Dairy Milk Silk’s brand renovation will be supported by an extensive Integrated Marketing Campaign, which involves high impact outdoor, digital activation, modern trade sampling, in-store visibility and a new thematic TVC. The premium offering by the brand has experienced strategic successful innovations over the years with India’s first ‘centre-filled’ Chocolate – Cadbury Dairy Milk Silk Caramello (2014), India’s first ‘aerated’ Chocolate – Cadbury Dairy Milk Silk Bubbly (2015), and the most recent success – Cadbury Dairy Milk Silk Oreo (2017); all directed at augmenting the consumer’s indulgence experience.
Talking about the new Cadbury Dairy Milk Silk, Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, “We have grown to be the undisputed market leader in the chocolate category in India. Cadbury Dairy Milk Silk has witnessed a great success and has grown to be the biggest brand in the ‘premium’ chocolate segment ever since its launch in 2010; and the new renovation will help us capitalize further on the segment. The brand was launched as a superior offering under the legacy brand Cadbury Dairy Milk to cater to Indian consumers craving for smoother, creamier and finer chocolates available internationally. Over the years,Cadbury Dairy Milk Silk has seen innovations in line with our efforts to enhance the chocolate eating experience. The new product has been enriched in shape and experience to make it more appealing and to deliver smoothness and creaminess, while retaining the signature Cadbury Dairy Milk Silk taste. Premium chocolates are expected to continue seeing a good consumer uptake and will turn out to be the next horizon for the category growth in the years to come.”
Two romantic protagonists on screen indulging in the new Cadbury Dairy Milk Silk while the melodious ballad is sung in the background, is the new TVC conceptualized by Ogilvy & Mather, featuring how Cadbury Dairy Milk Silk “Feels like a lot more”. The characters popping out while eating the chocolate, growing choir chords and visually appealing acts depict how the indulgence grows with every bite through the imaginings of the central characters.
Zenobia Pithawalla, Executive Creative Director, Ogilvy & Mather said, "The New Cadbury Dairy Milk Silk is a curvier version of the original bar. The curvier shape results in more chocolatey feeling in the mouth. We brought alive the product story 'feels like a lot more' through the imagination of our protagonists. As both bite into the chocolate they feel like they are being serenaded by a whole lot of people. Reiterating that the feeling of 'more' is also more enjoyable."
Agency: Ogilvy & Mather, Mumbai
Creative team: Zenobia Pithawalla, Mihir Chanchani
Account management: Prakash Nair, Smita Padmanabhan, Shruti Paranjpe
Production house: Breathless Films
Director (film): Vinil Mathew
Producer: Swadha Kulkarni
Director of photography (DOP): Mark Bliss