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Tag: Cadbury Dairy Milk Silk

  • Campaign conceptualised by Ogilvy India

    Zoya Akhtar & Cadbury partner for V-Day

    This Valentine’s Day, Cadbury Dairy Milk Silk from Mondelez India, plays cupid once again to highlight some “unforgettable” love stories around us.

    The brand has joined forces with filmmaker Zoya Akhtar who brings in her expertise to help couples craft their cherished moments into beautiful memoirs.

    Speaking about this, Nitin Saini, VP- Marketing, Mondelez India, said: ” Cadbury Dairy Milk Silk continues to reign as the ultimate curator of Valentine’s Day celebrations. We believe the priceless romantic moments are not always the expensive ones, therefore with this campaign, we wanted to celebrate the everyday magic of a deeper and meaningful love and create a platform for couples to express their unique stories in a truly personal and heartwarming way. The idea was to create an experience that couples could revel in by watching a movie on them, by them and gush over the cute moments that are a testament of their love. The collaboration with Zoya Akhtar adds an extra layer of creativity, ensuring this campaign will be an unforgettable celebration of the diverse and beautiful stories that make each love story unique. Combined with the power of technology, this collaboration will bring love stories to life that is bound to touch hearts.”

    Added Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India: “Where there’s love, there’s a story. And there can’t be a better gift than your story made into your own AI movie. When Akshay Seth came to us with the ‘Story of Us’ we instantly loved it, but the execution was a challenge. It involved a partnership between Cadbury Silk x Zoya Akhtar x AI x Disney+Hotstar x Millions of personal stories! Since this is the first time customized AI video generation at scale is being attempted, it took a lot for all the moving parts to come together but they finally have. The interface, with Zoya Akhtar as your guide nudges you to dig into your story and pull out the best nuggets. Then AI will turn that into a mini movie featuring Avatars of the two of you. The best stories will feature as an anthology on the streaming platform Disney+Hotstar.”

     

  • Nudges couples on Valentine's Day

    Ogilvy creates new ad for Cadbury Dairy Milk Silk

    By Our Staff

     

    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”

     

     

  • … for Cadbury Dairy Milk Silk’s ‘I Missed You’ campaign

    Wavemaker collaborates with Indie star Jasleen Royal

    By A Correspondent

     

    Cadbury Dairy Milk Silk has collaborated with singer Jasleen Royal as she launches her much awaited music video Sang Rahiyo, for its Heart Pop ‘I Missed You’ campaign.

     

    Commenting on the collaboration, Karthik Nagarajan, Chief Content Officer, of Wavemaker India said: “We wanted to build an association that would capture the essence of #HowFarWillYouGoForLove messaging seamlessly. Over the years, Cadbury Dairy Milk Silk has been an integral part of expressing love and has evolved to a symbol of love. Known for her soul stirring love songs, Jasleen Royal came across as the ideal choice to bring alive the brand’s messaging”.

     

     

  • The TVC is based on its ‘How Far Will You Go For Love’ Proposition

    Cadbury Dairy Milk Silk introduces new TVC

    By A Correspondent

     

    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.”

     

     

  • Cadbury Dairy Milk Silk has grown to be one of our most successful chocolate innovations in the country

    Kartik Aaryan to endorse Cadbury Dairy Milk

    By A Correspondent

     

    Cadbury Dairy Milk Silk has roped in Bollywood actor, Kartik Aaryan as its brand ambassador.

     

    Commenting on the association, Anil Viswanathan, Director – Marketing (chocolates), Mondelez India, said: “Ever since we launched, Cadbury Dairy Milk Silk has grown to be one of our most successful chocolate innovations in the country and has played a lead in the premium segment, offering the consumers a unique and indulgent experience. We believe that our association with Kartik Aaryan will further help in strengthening our connection with the youth, taking Silk’s appeal to the next level.”

     

     

  • The Ogilvy creative team highlighted the best part about the consumption experience

    Ogilvy & Cadbury unveil a new campaign for Silk Hazelnut

    By A Correspondent

     

    Cadbury Dairy Milk Silk has launched a campaign promoting its new Silk Hazelnut variety. To bring alive the USP of the product, the campaign highlights the best part about consuming this product.

     

    Said Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy West: “The new Silk Hazelnut comes with whole hazelnuts from Turkey. We tell the new ingredient story by bringing alive the eat experience. The inclusion of whole hazelnuts makes you pout while you devour the chocolate. So every time the girl takes a bite she looks like she is pouting to kiss. Making the ‘Kiss me’ jingle feel like it was written for this one. When consumers in India think premium ingredients, they think Almonds, Cashews, Walnuts. Hazelnut was nowhere in the picture.”

     

     

  • The #SilkSong music has been conceptualized by ace musician Clinton Cerejo

    Mondelez India gets Armaan Malik & Shirley Setia to render popular #SilkSong

    By A Correspondent

     

    Mondelez India Foods has recently rolled out a new music video for Cadbury Dairy Milk Silk. This video conceptualised by Ogilvy & Mather in collaboration with Balancing Act showcases a refreshing rendition of the Silk Jingle by singers Armaan Malik and Shirley Setia.

     

    Said Prashant Peres, Director – Marketing (Chocolates), Mondelez India: “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,” adding: “Digital is gradually becoming a lead medium for youth brands and we have seen consumers routinely express their love for our jingle on social media and therefore decided to gratify them with this truly special rendition. We’ve combined the immense popularity of Armaan Malik and Shirley Setia with the mass appeal of the Silk jingle to create some magic. We’re confident that consumers will love the sweet twist added by these artists to their favorite #SilkSong.”

     

     

  • The campaign will be supported by an extensive integrated marketing campaign

    Mondelez India unveils campaign promoting added benefits of Cadbury Dairy Milk Silk

     

     

    Mondelez India has unveiled a new campaign for the its chocolates brand Cadbury Dairy Milk Silk with a TVC conceptualised by Ogilvy & Mather.

     

    Said 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.”