Cadbury India has unveiled a new campaign 'The Chocolate Fountain', to promote its premium, variant, Éclairs Rich Brownie. Contract Advertising has worked on the campaign, and has created a TVC featuring an entire concert orchestra, experiencing the rich burst of brownie flavoured chocolate, simultaneously.
Commenting about the campaign, Raj Nair, regional creative director, Mumbai & South, Contract Advertising, said, “The main objective for the client was to expand in the indulgent candy space with a premium Brownie flavored éclairs at Rs 2/- and hence upgrade the current Re. 1 éclair consumer. One of the key challenges was to ensure that the consumer perceives rich brownie as a more rich and indulgent eat experience compared to the other.”
Noting that the communication idea was devised to meet the objectives of pitching the new variant as “The Chocolate Fountain”, he added, “We used a symphony orchestra playing a musical piece and made their heads gush out chocolate like fountains to bring to life the experience of eating Eclairs Rich Brownie.”
Apart from the TVC, the campaign has been carried forward into the Online medium and Point of sale (POS) material. In the digital space, a Facebook app has been developed which allows users to create their own chocolate fountains similar to the TVC. Another plan is to take over the homepage of various users and customize their homepage to look like the TVC.
Agency: Contract Advertising
Client team: Narayan Sundararaman, Bhaskar Choudhuri and Chinju Satheesh
Production house: Equinox Films
Producer: Manoj Shroff
Director: Ram Madhvani
Creative team: Raj Nair, Kapil Sawant and Neeraj Kanitkar
Servicing team: Arjun Sen, Shubha Prabhat and Chetan Mane
Films team: Ketaki Guhagarkar and Bijoy Dowerah