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.”