Cadbury Dairy Milk has partnered with the Mumbai Cricket Association to celebrate and support the the ground staff at cricketing venues. This includes best-in-class travel, accommodation, taking care of their nutritional needs and providing customised jerseys designed by renowned Fashion Designer Masaba Gupta, throughout the season. The brand has also extended its collaboration with Mumbai Indians as the official goodness partner supporting this initiative.
Commenting on the campaign, Anil Viswanathan, Vice President – Marketing, Mondelez India said: “As a brand, Cadbury Dairy Milk has always believed that a little bit of generosity can go a long way and it is often the small acts of kindness that have the biggest impact. Taking this narrative and purpose a step ahead, our partnership with Mumbai Cricket Association this year celebrates the lesser-known heroes of cricket, the ground staff. Through our initiative, we want to support and bring forth stories of these members who tirelessly work behind the scenes to create magic for the entire nation. We hope our initiative acts as a springboard and spreads the message of acknowledging the unacknowledged.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Building further on our generosity platform, this cricketing season we are proud to celebrate an unknown team of superstars, the team of ground staff. We are grateful to have them as our team. As proud sponsors, we hope that this team becomes the most loved team not just for the players but for the entire country.”
Cadbury 5 Star has launched ‘The 5 Star Valentine’s Day Alibi’ campaign.
Said Anil Viswanathan, Vice President, Marketing – Mondelez, India: “Being at the heart of the country’s youth culture, Cadbury 5 Star has always communicated narratives that are witty and relatable. As a brand that truly understands Gen Z, we wanted our Valentine’s Day campaign to represent singles – to not only help them steer away from the awkward questions but also give them an experience to sit back and do nothing; bringing back the Cadbury 5 Star promise with elements of humour and quirk intact. After all, singles also deserve to have fun.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Valentine’s Day can be quite daunting for someone who’s single or just not into it. Since 5 Star has been championing the cause of people who just want to ‘do nothing’, we took it a step further this year by offering them a perfect escape from the madness. A commonly used excuse that will no more be a lie. As crazy as it sounds, some people will soon be spending Valentine’s Day doing literally nothing on a faraway island called ‘My Cousin’s Wedding’.
Said Shekhar Banerjee, Chief Client Officer and Head-West, Wavemaker India: “We didn’t just stop at creating an Island called My Cousin’s Wedding but also created a larger-than-life Embassy similar to a real one to create a legit experience. If that wasn’t enough, we even went ahead and created outdoor banter with a counter-culture approach between Cadbury 5 Star and Cadbury Silk thus establishing the brand’s different positioning while still leveraging the occasion that’s meant for the brands promoting love. To amplify the campaign further we tapped into various relevant youth touch points with a 3600 activation that helped us dial up the messaging across our TG and build in the brand messaging of escaping this Valentine’s by simply Doing Nothing! The response has been overwhelming and a lot of chatter around the escape plan by simply doing nothing is the talk of the town.”
Cadbury 5 Star launches its first digital currency called ‘NothingCoin’, that gets mined while you do nothing. The brand has partnered with Paytm and Reliance JioMart for customers to redeem their earned ‘NothingCoins’.
Speaking about the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said: “Gen Z today is in a constant hustle mode list – right from balancing their studies, finding a job, having an active social life to worrying about their investment plans. We truly feel they deserve some downtime and perhaps a much-needed digital detox. As a brand that has been at the heart of our country’s youth culture through innovative campaigns and quirky narratives, the introduction of NothingCoin is our attempt to inspire them to take a break in the most engaging and rewarding manner. This campaign reiterates Cadbury 5 Star’s brand persona of being witty and speaking in a language that excites the youth.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “NothingCoin is an innovative engagement idea that’s witty, catchy and fun, just how a 5 Star idea should be. For the always-on generation, 5 Star’s NothingCoin is a smarter way to take a much-needed digital break, do nothing and yet get rewarded. And what made the idea zanier was opening an actual bank which encouraged people to mine NothingCoins by simply doing nothing.”
It needed a brave client in 1993 for the original film, it needed an even braver client now, says Piyush Pandey, Chairman of Global Creative & Executive Chairman, India. Indeed.
In its 10 years, MxM hasn’t done a ‘big story’ based on a communique of a new TVC. But this one deserved it.
Reason: Cadbury Dairy Milk has released a refreshed version of its iconic 1990s campaign. The film conceptualised by Ogilvy India, for Mondelez India, shows a young woman cricketer scoring a winning run and her male friend running towards the field dancing with an unabashed glee, celebrating her smashing performance, as the crowd cheers on. The film ends with the powerful message of #GoodLuckGirls in recognition of today’s equal world where women are breaking barriers and pursuing all their dreams.
Piyush Pandey
Said Piyush Pandey, Chairman of Global Creative & Executive Chairman, India, said, “It needed a brave client back in 1993 to go ahead with the original Cadbury cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez India and at Ogilvy India has done this magic, made it relevant, exciting, and so Cadbury, in its bold and front foot fashion.”
Anil Viswanathan
Commenting on the ad, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said: “From acing in the corporate world to winning Olympic medals, women are at the forefront of creating new milestones, every single day and our film is an ode to each one of them. As a brand that has always promoted gender inclusivity, contemporising an iconic campaign is our way of recognising the changing times and extending support to all the women trailblazers. An extension of our ongoing generosity narrative, the film also lands the message of how taking small yet significant steps to acknowledge the achievements of women would make the world a better place to live in. We hope this film brings back a gush of nostalgia and are confident that this refreshed version will find as much love as the original one”.
Added Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India: “The excitement and the stress in our heads were competing with each other. To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right, and it felt awesome. We loved the idea from our gut. Luckily, so did the client. Hats off to the all girls’ team who thought of it and hats off to Bob from Good Morning Films for making it so well.”
A L Sharada
Here’s what Dr AL Sharada, Director, Population First said on the ad: “There are some ads which are iconic. The Cadbury ad was one such. The gay abandon of the young woman rushing on to the pitch dancing, the embarrassed shy smile of the man, the helpless police man and the response of the audience- one could never forget the ad. Such beautiful execution. Even today the ad does not fail to bring a smile on our faces when we remember it. What happens if the roles are reversed? A roar of appreciation and celebration. The ad touches on nostalgia and yet is so contemporary. With women cricketers doing so well and changing gender norms, the ad looks so plausible and is absolutely mind blowing.” Dr Sharada puts advertisements under the scanner for their gender sensitivity for Campaign India.
And here’s the original ad.
CREDITS for the current ad:
Ogilvy Senior Lead & Creative Team:
Piyush Pandey – Chairman Global Creative & Executive Chairman India, Ogilvy
Hephzibah Pathak – Vice Chairperson & Chief Client Officer, India
Sukesh Nayak – Chief Creative Officer, India
Harshad Rajadhyaksha – Chief Creative Officer, India
Kainaz Karmakar – Chief Creative Officer, India
Creative:
Tanuja Bhat – Executive Creative Director
Siddhesh Telang – Group Creative Director
Swagata Banerjee – Creative Director
Samyu Murali- Art Director
Ogilvy Account Management:
Prakash Nair – Associate President & Integrated Brand Team Leader
Antara Suri – Senior Vice President
Parshuram Mendekar – Client Services Director
Manseerat Sethi – Account Supervisor
Ogilvy Planning:
Ganapathy Balagopalan – Head of Strategic Planning, Ogilvy Mumbai
Bhakti Malik – Vice President, Planning || Prasidh Dalvi – Planning Director
Production House: Good Morning Films
Director: Shashanka Chaturvedi || Producer: Robin D’Cruz:
Cadbury Celebrations has launched of a special campaign for this year’s Raksha Bandhan – #MyFirstRakhi. The campaign has been created by Ogilvy India.
Commenting on the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said: “For years now, Mondelez India has been an innate part of festivals and occasions like Raksha Bandhan, and has redefined the joy of gifting and shared moments with Cadbury Celebrations. Through #MyFirstRakhi, we wanted to make a meaningful difference to the lives of these kids who don’t get to experience festivals like we do. To celebrate Rakhi you need to feel the touch of its threads and hence we provided a solution to give them a sense of touch. With the focus on spreading happiness and banking on the proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the campaign promises a new start for children who have missed experiencing the joy of celebrating this festival in its truest sense.”
Commenting on the campaign, Sukesh Nayak, Chief Creative Officer – Ogilvy India, added: “Raksha Bandhan is a very special festival celebrated across the country. With #MyFirstRakhi we are helping ensure that every brother who has so far missed experiencing the joy of celebrating this festival, can now feel the bonds of this beautiful relationship on his hand.”
Cadbury Dairy Milk has rolled out the next phase of its #HeartTheHate Campaign. Initiated in 2019, the campaign confronts the issue of cyber-bullying and encourages its audiences to express generosity.
Commenting on the launch of the second edition of the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said: “Cadbury Dairy Milk as a brand, believes that a little bit of generosity can go a long way and often it’s the smallest things that have the biggest impact. Cyber-bullying is something which affects everyone especially today’s youngsters. Apart from the direct impact of bullying, the apathy of the silent bystander impacts the victims in a big way. While we were pleased to see the impact created online through #HeartTheHate which leveraged this insight, in 2019, we knew there was a lot of work still left to do. Through the next phase of the campaign, we hope to further reiterate Purple Heart as an emoticon that helps express solidarity with the bullied. This campaign leverages technology in a smart way to make consumers understand how breaking their silence and standing up for the victims can make a huge difference in their lives.”
Commenting on the campaign, Neville Shah, Executive Creative Director, Ogilvy India, added: “The idea makes you see the effect of cyberbullying. Something we as silent bystanders, ignore. Because while the bullying or trolling maybe just words online, they have an impact in the real world. We shouldn’t ignore it. And we shouldn’t ask the victims to ignore it. So, a little push, a gentle nudge, a soft reminder to ask us bystanders to stand up and simply share a Purple Heart. Make the person smile. Let them know it’s NOT just trolls out there.”
Cadbury Perk has roped in Alia Bhatt yet again for a new campaign. The film encourages consumers to face life’s twist and turns with tagline ‘Take It Light’.
Said Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India: “Cadbury Perk has been rooted in the youth culture, since its inception almost 25 years ago, owing to its fun persona and relevant messaging – we propagated the message of ‘Masti’ from 2015 which resonated well and helped establish Perk as a fun brand. This time, we wanted to be rooted in the product and reinforce the delightfully light eat-experience of Perk. Today’s youth believe in facing life’s stresses with lightness. Our launch film and tagline ‘Perk khao, Light ho jao’ attempts to land the message that Perk is THE light chocolate, in a fun manner, through the route of levitation. In the past, we have had lively and high-spirited personalities to cater to the youth cosmos like Preity Zinta, Genelia D’souza and Ananya Panday who embody what Cadbury Perk stands for – youth, fun and Joie De Vivre. With Alia Bhatt back on-board as the face of the brand, we are positive that she will bring the ‘Take It Light’ proposition to life effortlessly with her bubbly persona and strong youth connect.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “This is a super fun idea on lightness, executing this was truly a ball. Working with Alia, Pavail and Bob was just lots of masti. I believe, the social surround around the idea and the film will beautifully bring the core idea to life – Perk khao, light ho jao.”
Ogilvy created a new ad series for Cadbury Dairy Milk Silk. The campaign has six videos.
Said Zenobia Pithawalla, Senior Executive Creative Director & Mihir Chanchani, Executive Creative Director, Ogilvy India: “Cadbury Dairy Milk Silk decided to celebrate Valentine’s Day like never before. By giving young people in love ideas, on how to celebrate Valentine’s Day in these tough times. Tying in aptly with its larger communication idea, ‘How far will you go for love’.”
Added Neville Shah, Executive Creative Director, Ogilvy India said: “These simple stories attempt to inspire couples to surprise their partners. It’s not about the bigness of the act. It’s about the grandness of the thought. And that’s the simple intent. We designed them for short format surfaces and deployed them episodically, increasing the interest with each asset. A campaign designed for love. Simple.”
Said Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India: “Being synonymous with Valentine’s Day for almost a decade, Cadbury Dairy Milk Silk has been inspiring consumers to celebrate the season of romance and making the day count in their love story. Cadbury Dairy Milk Silk has built and strengthened consumer love and connect with youth in India through relevant storytelling and personalised offerings. Our recent campaign “How Far Will You Go For Love” was received very well, winning consumers hearts especially with Gen Z strengthening overall brand appeal and emotional connect with this audience. Valentine’s Day is an important day in our consumer’s life, and they believe in making the day count. They know that words often fall short to express their deepest emotions for the dear ones in their lives and they share a special bond with Cadbury Dairy Milk Silk to express themselves.”
Added Shekhar Banerjee, Chief Client Officer and Head – West, Wavemaker India: “The year gone by has been quite different and difficult for most of us and especially for young couples who have been staying away from their partner / loved ones. Going into this year’s Valentine’s Day we managed to bring the brand much more integral to expressing love. We went an extra mile to make Valentine’s Day furthermore special for young couples through custom partnerships with web series and showcasing true inspiring stories in association with Humans of Bombay and Terribly Tiny Tales”
With an aim to turn this Diwali into the sweetest celebration of all times, Mondelez India, has launched its Iss Diwali Aap #KiseKhushKarenge? campaign.
Commenting on the efforts, Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India, said: “Throughout festivities, exchanging gifts and sweets holds a significant emotional value and embarks the beginning of a new era, and it makes us extremely proud about the fact that we humbly found a place in this small, yet important tradition. Moreover, this year, than any other warrants for acts that signify new beginnings and the potential of goodness in an imperfect world, and our recent Cadbury Celebrations campaign infuses this thought at the back of evoking generosity. Banking on the proposition of Iss Diwali Aap #KiseKhushKarenge, we are putting our best foot forward to inspire people to do whats right this time by acknowledging people who helped us in difficult times. Whether it is weaving in Mithaas into special occasions or adding a shimmer of cheerfulness to the joyous festivities, our much-loved snacking products have become an intrinsic part of every celebration and therefore, this year we’re furthering this effort by expanding our eCommerce premium portfolio to provide more choice to our consumers, along with many exciting initiatives across our brands, beyond just chocolates.”
Wavemaker announced it has bagged the e-commerce mandate for Mondelez India. As part of the mandate, Wavemaker will focus on building and scaling the brand and its products through various e-commerce channel partners.
Said Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India: “In our journey towards Marketing and Digital Excellence, we have made great progress in the past years with support from our ecosystem partners. Wavemaker, our media partner, has played an integral role in this journey. Our next focus in this journey is to integrate our e-commerce media activation with the core media business and we are keen for Wavemaker to manage this combined business for Mondelez India. We are confident that with this, we will scale our integrated marketing approach further and leverage greater synergies with a Full Funnel approach to media planning and deployment”.
Added Ajay Gupte, CEO, South Asia, Wavemaker: “We are extremely delighted to be chosen by Mondelez India to drive their e-commerce mandate as well. This extension of our association with Mondelez India reaffirms our focus and investment in the domain of data, analytics, tools and the right talent to drive it.”
Said Garima Dikshit, Head of e-commerce, Mondelez Indi: “E-commerce is a key growth priority for Mondelez India. We believe Wavemaker brings expertise of the online ecosystem as well as strategic synergies with our traditional and digital media. We look forward to creating some industry leading work in this partnership”. Wavemaker won Mondelez India media duties in 2018.
Cadbury Dairy Milk Silk has unveiled a new TVC based on its brand proposition of ‘How Far Will You Go For Love’ that was launched earlier this year.
Commenting on the release of this heartwarming film, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India said: “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. This had led to conceptualizing of the new proposition ‘How Far Will You Go For Love’ which kick started with the Valentine’s Day campaign earlier this year and has now turned into a ritual of sparking new relationships, deepening the meaning of love, and standing for a feeling that can’t be purely expressed in words but best felt through acts of active expression. The aim is to continue to make Cadbury Dairy Milk Silk an integral part of expressing love for your special ones, through gestures big and small that go above the norm.”
The film is conceptualised by Mondelez India and Ogilvy India. Said Ganapathy Balagopalan, Head of Strategic Planning, Ogilvy Mumbai: “Chocolate and romance have always gone hand in hand, but no Indian brand has truly capitalised on the connection until now. 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 Hindu group won two awards at the International News Media Association (INMA) Global Media Awards 2020. The group secured the first place for its campaign ‘Cadbury Sweet Kondattam’ for Client Mondelez India in the category ‘Best Idea to Acquire or Retain Advertising Clients’ and the second place for ‘Stay home. Stay vigilant.’ campaign for ‘Best Initiative in response to COVID-19’.
Said Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India: “Our partnership with The Hindu helped in continuing our mission to become a part of the cultural fabric of Tamil Nadu. Cadbury Sweet Kondattam was an initiative jointly conceived by Mondelez and The Hindu to make Cadbury and chocolate integral to snacking and sweet occasions in the city. The initiative was very successful and The Hindu was instrumental in bringing local insight and execution muscle to deliver scale and noticeability in Chennai,”
Added Suresh Balakrishna, Chief Revenue Officer, The Hindu Group said: “As an organisation, we have understood our consumers well – be it informing, engaging or entertaining them. Through our integrated solutions, we enabled our client Mondelez India to connect with the people of Tamil Nadu. Through ‘Stay home. Stay vigilant.’, we continued to be with our readers as we face the biggest tests of our time. We are happy about the wins at INMA 2020 Global Media Awards as they validate our constant efforts to be consumer-centric. This is yet another encouragement to keep us going as there is much to do in the times to come – to rise up with hope!”
Cadbury 5 Star launches its first digital currency called ‘NothingCoin’, that gets mined while you do nothing. The brand has partnered with Paytm and Reliance JioMart for customers to redeem their earned ‘NothingCoins’.
