As a market leader, Cadbury Dairy Milk has driven category growth by being a ‘catalyst of joy’. Apart from the core range, the various flavours of CDM (Fruit & Nut, Crackle, Roast Almond) too have historically performed well. With the launch of two limited edition variants; Black Forest and Coffee Almond, this was an opportunity to build momentum and drive further growth.
With friendship day around the corner, we wanted to celebrate the wonderful variety of friends who bring joy and add that special flavour in our lives, just like Cadbury Dairy Milk’s range of flavours.
Prakash Nair, Senior VP and Neville Shah, Group Creative Director, Ogilvy & Mather: India has an emotional relationship with CDM. To India, CDM is more than just a chocolate. The challenge was how to present the multiple flavour offerings from CDM and build on the emotional bond. Friendship Day which is coming up in August, presented the right backdrop to land this offering. It was simple, really. Because if we look at our own lives, we all have different friends and each one adds a special flavour to our lives. The idea just simply fell in our lap.
Prashant Peres, Director – Marketing (Chocolates), Mondelez India: For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values such as family togetherness, to shared good feelings and collective joy. This Friendship Day, we want to celebrate another very important part of our relationships – our friendships. Just as every friend add a special flavour to one’s life, the variety of Cadbury Dairy Milk flavours like Original, Fruit & Nut, Crackle, Roast Almond and our new limited edition flavours – Coffee Almond & Black Forest will add a special flavour to this day. Our new television commercial also supports this thought.
This film has been produced by Remarquer Films and directed by Vikramaditya Motwane, an acclaimed film director and screen writer. His work connects to the pulse of the youth and brings alive the story in an engaging manner.
CREDITS:
Creative Agency: Ogilvy & Mather, Mumbai
Brand: Cadbury Dairy Milk, Mondelez India Ltd
Creative: Neville Shah, Ashish Naik, Aarti Srinivasan, Manas Thorat
Account Management: Prakash Nair, Neha Shah, Rima Wadhwa
Planning: Ganapathy Balagopalan, Jasmeeta Agarwal
Production House: Remarquer Films
Director: Vikramaditya Motwane
Producer: Arya Menon