Campaign India Team
Jul 20, 2018

Cadbury Dairy Milk builds on 'kuch meetha ho jaaye', gets 'generosity' thought to India

Watch the ad film conceptualised by Ogilvy here

Mondelez India has got its global 'generosity' brand thought to India with a film for Cadbury Dairy Milk.
 
Conceptualised by Ogilvy, the film shows two brothers in a house. While one is studying, the other is praying to God for another Cadbury Dairy Milk. The boy who is studying is visibly irritated by the brother praying out aloud. The prayers get deeper as the boy's desperation for a Diary Milk increases. The boy's prayers are answered much to his astonishment. While he was praying, his brother quietly kept his Dairy Milk on the table and took away his wrapper. The film ends with the boy's mother appreciating his kindness as the voice over says 'kuch acha ho jaaye, kuch meetha ho jaaye.
 
Speaking with Campaign India, Anil Viswanathan, director – marketing (chocolates), Mondelez India, said, "This is an extension of the global thought of generosity. For us in India it's also an extension of our 'Kuch Meetha Ho Jaaye' thought. We've moved from celebrating with sweet to now making sweet moments. The world right now has a lack of generosity. And we're looking to change that. It's the logical next step. We are seeing the millennial audience looking at brands with purpose and generosity is one such purpose that we believe we can own."
 
The thought will be extended across Cadbury Dairy Milk's campaigns during the festive season during which the brand will be increasing its marketing efforts informed Viswanathan. 
 
Source:
Campaign India

Related Articles

Just Published

Premium
Veteran PR professional KS Neelakandan passes away
Premium
2 hours ago

Veteran PR professional KS Neelakandan passes away

The former director of public affairs at Pfizer was one of the pioneers of PR in India

Premium
Nokia captures the different moments of Diwali
Premium
4 hours ago

Nokia captures the different moments of Diwali

Watch the film conceptualised by McCann Worldgroup India here

Premium
Concept BIU acquires Bluebytes
Premium
5 hours ago

Concept BIU acquires Bluebytes

Bluebytes is a media monitoring and analysis company

Premium
Unmetric Engagement Meter: Facebook top 20 (1-10 October)
Premium
5 hours ago

Unmetric Engagement Meter: Facebook top 20 (1-10 ...

Posts from Fortune Foods, Cadbury Five Star, Greenply Plywood