MxMIndia

Tag: Cadbury Silk

  • Campaign created by Ogilvy

    Mondelez launches Cadbury Silk Desserts range

    Mondelez India, the creators of snacking brands, have announced the launch of their new dessert range ‘Cadbury Silk Desserts’.  Marking a significant leap into premium indulgence, the range has two offerings, ‘Cadbury Silk Dessert Brownie’ and ‘Cadbury Silk Dessert Plum Cake’.

    Commenting on the launch, Nitin Saini- Vice President Marketing at Mondelez India, said: “We’re thrilled to unveil our latest innovation, ‘Cadbury Silk Desserts’ from the house of Mondelez India. Our Global State of Snacking Report 2023 highlights a growing consumer preference for indulgent eat experiences. This novel eat format, which is also a first in chocolates, aligns perfectly with the evolving consumer palates, especially the Dessert lovers. By combining the beloved taste of Cadbury Silk with the satisfaction of a decadent dessert, we aim to make Cadbury Silk Brownie and Plum Cake a household favorite for those seeking an easy ultimate indulgence, wrapped in a bar.”

    Added Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India: “The idea of the film is to bring out the surprise of a brownie inside a bar of Silk. This is not just a variant but the launch of Silk Desserts, an even more premium offering from Silk. The film is a sweet story of how a guy creates a dessert experience for a girl using nothing but a bar of Silk Brownie. The idea of plating it is intentional as it is special enough to be plated. The film was led by our ECD, Akshay Seth and directed by Aarti Desai from Caffine films.”

    Said Shekhar Banerjee, Chief Client Officer & Office Head, West, North & East, Wavemaker Indi: “Our strategy for the Cadbury Silk Dessert launch is to emphasize on the dessert indulgence. Through AI-driven innovations on content platforms like YouTube, unique partnerships with cafes, quick commerce platforms, cinemas, and airports, we are ensuring Cadbury Silk Dessert addresses the dessert cravings wherever they arise.”

  • The ad is effective. It's a fantasy most men harbour, to meet this hot chick accidentally and get something going. Yup, the brand's in a good zone out here.

    Debrief: Cadbury Dairy Milk Silk: Messy choc, messy traffic. Works.

    By Anil Thakraney

     

    Er, I am not big on people eating anything in a messy way, leave alone a gooey, sugary, milky chocolate. Which is why I am not a fan of CDM Silk advertising. But admittedly, perhaps some consumers are, which is why this brand has chosen the route. So let’s begin the review by assuming the mess works.

     

    The latest ad in the series features two car drivers stuck in a bad traffic jam. They both eat their respective chocolate bars (making a mess, of course), and this leads to the two vibing, as they playfully gesticulate. What happens later, whether they exchange cell numbers, go out for coffee, have a sex romp, get married, etc, is left to our imagination. But from the girl’s expressions, it’s clear our chap just got lucky.

     

    Which is why the ad is effective. It’s a fantasy most men harbour, to meet this hot chick accidentally and get something going. Yup, the brand’s in a good zone out here. Plus, with big cites notorious for deadly traffic snarls, such a situation is quite realistic, though by behaving like creeps in general, Indian men have put women on high alert.

     

    All said, it’s a cute, very likeable commercial. But I would urge you not to pull this stunt in real life. Because even as you are enjoying the choc and the moment, a sea of angry cars from behind will blow the crap out of you as soon as the traffic light turns yellow (even earlier). And trust me, there’s nothing silky about that feeling.

     

    Rating: (On a scale of 1-5): 3. Fun, aspirational, delightful situation.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.