Cadbury Dairy Milk explores unabashed joy of chocolate with 'Silk'

Mukta Lad, 28 January, 2010

Mumbai

Cadbury India has recently announced the launch of Cadbury Dairy Milk Silk, its premium offering under the Cadbury Dairy Milk brand. The company aims to position Silk as 'smoother, creamier and chunkier. Cadbury India has gone all out to promote the new variant and has rolled out a TV-led 360 degree campaign including outdoor, print and Internet. O&M is the creative agency on the account.

Sanjay Purohit, executive director - marketing, Cadbury India said, “Our newest offering, Cadbury Dairy Milk Silk, has been specially formulated to cater to Indian consumers' craving for smoother, creamier and finer chocolate available internationally. Infact, the initial consumer feedback during the test marketing has been very encouraging and many perceive Cadbury Dairy Milk Silk to be superior to other international chocolate brands available in the country.”

The TVC hopes to highlight the experience of eating chocolate with childlike innocence and unabashed joy, and sports the tagline ‘Have you felt Silk lately?'

Commenting about the campaign, Purohit says, "This new campaign gives a refreshing feel to the entire chocolate eat experience. We have created a complete 360 degree campaign to involve and engage the TG. This integrated communication strategy will be rolled out to intensify engagement with the consumers.” 

Added Abhijit Avasthi, national creative director, O&M, "The new Cadbury Dairy Milk Silk campaign takes chocolate indulgence to a new level. It's about blissfully losing yourself in the smoothness of the chocolate. Normally, indulgence is peddled in a sinful way but this campaign takes an innocent look at it, which makes it refreshing."

Watch both the TVCs here:

The first TVC opens with a man being complimented post his presentation at work. He is then seen opening a bar of Cadbury Dairy Milk Silk and enjoying it, completely oblivious to everything around him. He soils his shirt with chocolate and sheepishly looks at it. Just then, his phone flashes with his wife calling him but he ignores the call from his wife, licks the chocolate off his shirt and continues to enjoy the bar of Silk.

The second film opens with three dancers seen standing in the wings waiting to go on stage for their performance. While one of the girls goes on the stage, the other two stay behind, eating Cadbury Dairy Milk Silk. The two girls continue to enjoy their bar of chocolate, unconcerned about their performance. While one girl asks the other to get on the stage, the other girl asks her to wait so she can eat more chocolate.

Recently, Cadbury also rolled out a campaign for its premium dark chocolate brand, Bournville. Speaking to Campaign India about the experience on working on the two brands, Manoj Shetty, creative director, O&M said, "Cadbury Bournville and the Cadbury Dairy Milk Silk aren't exactly aimed at the same consumer. While Bournville is in the premium dark chocolate segment, Silk is just a softer, smoother richer Cadbury Dairy Milk experience. Let's just call it the finer end of the Cadbury Dairy Milk franchise. Therefore, to that extent, the mood and personality of Silk, and its association with happiness and mithaas is more or less the same as Cadbury Dairy Milk."

Further, Shetty delves into the challenges of launching the Silk as a brand. "This is an interesting question because we had to launch a new brand which had its unique product attributes, yet we couldn't deviate from Cadbury Dairy Milk's values. Now these are way too many balls to juggle. How do you make a product experience ad while keeping the parent brand's values intact? This exercise did take a lot of time and thought but in the end it did manage the task set out," he says.

Apart from launching the new variant, a lot of work went into the actual creation of the campaign, says Shetty. "Apart from launching the brand within set guidelines and expectations, just to complicate the task a little bit, we invented a new task for ourselves: In India people don't eat chocolate outside their homes because chocolates melt and create a rather messy affair. But molten chocolate is really extremely tasty and molten Silk is something to die for. Now that's a perfect setting for turning a weakness into a strength. Fact is, habits won't change after a few commercials. Yet, this framework became the perfect platform to extol the virtues of this fine chocolate within the boundries set by Cadbury Dairy Milk."

Credits

National creative director: Abhijit Avasthi, Rajiv Rao
Creative director: Manoj Shetty

Art directors: Siddhartha Dutta, Sameer Thakor
President, planning: Kawal Shoor
Director, planning: Ganapathy Balagopalan
Vice president, client servicing: Samrat Bedi
Management supervisor, client servicing:  Kaustubh Mahajan
Account director, client servicing: Sidheshwar Sharma
Asst. account executive, client servicing: Nidhi Dangayach
Production house: Foot Candles Films
Director for commercials: Vinil Mathew

Watch the other Cadbury commercials here: 

Cadbury India features disgruntled butler in new Bournville campaign

Cadbury India celebrates 'pay day' with Dairy Milk

Cadbury TVC asks consumers to earn their Bournville

Cadbury in the news:

Cadbury Dairy Milk refreshes its packaging

Cadbury 5 Star ties up with Zapak

Cadbury Perk goes digital with Takeitlightly.com

Cadbury India relaunches 'Bournville'

Cadbury's launches Babbaloo Blueberry