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.
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