Arati Rao
Jul 24, 2012

Cadbury celebrates sweet beginnings of friendship, in new campaign

WATCH the TV ad created by Ogilvy & Mather

With Friendship Day around the corner on 5 August, a new ad in the Cadbury Dairy Milk 'Shubh Aarambh' series is now on air.

The ad shows a young man and woman meeting for the first time at a wedding, and bonding over similarities in the eccentric relatives in their families. When the woman asks if there's someone in the young man's family like her, he says that would be him before handing her a cube of Cadbury Dairy Milk. The girl accepts the offering and a new friendship if forged, even as the voiceover says, "Nayi Dosti Ka Shubh Aarambh". The sign off remains, "Kuch Meetha Ho Jaye".

Chandramouli Venkatesan, director, snacking and strategy, Cadbury India, said, “Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. The latest TVC celebrates and honors another very important aspect of relationships- the start of a new friendship.”

Abhijit Avasthi, national creative director, Ogilvy India, added, “The campaign is perfectly timed to coincide with Friendship Day on August 5. This is an exciting, action-packed time for youngsters since colleges re-open at this time and they get to meet new people and start new meaningful friendships that last a lifetime.”

Before television, the ad made its debut on Youtube and Facebook. It will now be supported by an integrated marketing campaign, including on-ground activations in colleges, print placements, radio capsules, and outdoor, to urge people to make new friends and celebrate special “friendship moments”.

Brand: Cadbury
Agency: Ogilvy Mumbai
National creative director: Abhijit Avasthi
Group creative directors: Manoj Shetty, Vijay Sawant
Servicing: Sonali Sehgal, Bhavna Thakur
Planning: Kawal Shoor, Ganapathy Balagopalan

Campaign India

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