Cadbury Celebrations' latest Diwali campaign builds on its premise of ‘Iss Diwali aap kisse khush karenge’. The campaign comprises two web films that were based on the thought that not everybody gets a chance to celebrate Diwali with their loved ones. Hence, they can log on to the social media platforms and nominate the people they want to ‘Gift a Diwali’ to. The films, created by Contract Advertising, went online on 28 October.
The films highlight the loneliness faced by youngsters, who are living away from their parents, during the festive season of Diwali. One of them shows a young man who is independent and lives all by himself. The voice over of the protagonist says that he loves his independence living away from his family. He is shown having a good time with his friends, ordering pizzas from outside, and messing up his house. However, when he sees other families celebrate Diwali, he realises how lonely he is without his own. The voice over then says, “Iss Diwali shayad aapka bhi koi dost apni family ko bahut miss karega. Aap chahein toh uski family aa kar usse mil sakti hai. Toh bataaiye iss Diwali aap kisse khush karenge ?”
On Cadbury Celebration’s Diwali campaign, Arjun Sen, senior vice president, Contract Advertising, said, “Cadbury Celebrations has been activating different campaigns under the thought of ‘Iss Diwali aap kisse khush karenge’ since 2009. The brand has been urging people to celebrate Diwali with their loved ones, friends and other set of people who have made a difference to their lives. In 2011, the Diwali integrate marketing communication (IMC) campaign revolved around going and wishing people in person rather than taking the crutch of technology (SMS, Facebook, e-greetings etc.) to wish people. The campaign went on to win a lot of creative awards at national as well as international level. In 2012, the challenge was to take the 2011 campaign further, while driving engagement with a truly scalable IMC thought.”
On the 2012 communication, he said, “The campaign aimed at making people realise that Diwali is truly a privilege and that everyone must make the most of it. The objective was to get people to write in their stories on social media platforms about who they wanted to make happy this Diwali. Post shortlisting, Cadbury Celebrations enabled them to personally go and spread the joy of Diwali with those who they had nominated, who would have otherwise had to settle for a bland and isolated Diwali this year.”
Earlier in October, the brand also released a Diwali-themed TV ad which featured an international executive who's made to feel at home by his Indian colleagues on the festive occasion.
Credits (for the web films)
Creative agency: Contract Advertising
Creative: Kapil Sawant, Revati Victor, Neeraj Kanitkar and Anant Rajan
Account Management: Anish Kotian, Namrata Baruah, Ambalika Sen
Films: Ketaki Guhagarkar
Production house: Cab Films
Director: Kapil Sawant