Cadbury Dairy Milk Silk has released a film part of its ‘how far will you go for love’ campaign.
Conceptualised by Ogilvy, the film shows a girl stepping out on a sunny street. As she walks, she notices she’s in shade. She looks up to find a boy on the terrace holding the umbrella and walking parallel with her while jumping from one terrace to another to protect her from the sun. He then throws her the Silk bar which she grabs and relishes.
Anil Viswanathan, director – marketing (chocolates), Mondelez India, said, “Cadbury Dairy Milk Silk has long stood for the best taste of chocolate in India. This has manifested in our communication over the years as the expression of romance amongst youth. With the youth of the country and their meaning of love evolving, there is a higher emphasis on gestures and acts that keep the romance fresh and alive. This had led to conceptualising of the new proposition ‘how far will you go for love’ which kick started with the Valentine’s Day campaign earlier this year and has now turned into a ritual of sparking new relationships, deepening the meaning of love, and standing for a feeling that can’t be purely expressed in words but best felt through acts of active expression. The aim is to continue to make Cadbury Dairy Milk Silk an integral part of expressing love for your special ones, through gestures big and small that go above the norm.”
Ganapathy Balagopalan, head of strategic planning, Ogilvy Mumbai, said, “Chocolate and romance have always gone hand in hand, but no Indian brand has truly capitalized on the connection until now. While Cadbury Dairy Milk Silk stories often hinted at a romance, the hero was always the product. It was always about the melty-chocolate. We believe it is time for the brand to evolve from being just a bar of indulgent chocolate to something greater, more desirable - make sharing a Silk, a symbol of romance. It feels like a natural evolution for the brand and will give us a more relevant role in young people’s lives.”
Zenobia, Pithawalla, senior executive creative director and Mihir Chanchani, executive creative director, Ogilvy India, added, “Every great love story starts with a simple question, how far will you go for love? We thought why not make the starting point of all great love stories, the new brand positioning. What followed was the story of a young boy discreetly walking on the roof with an umbrella just to keep his lady love in shade. To make the moment even sweeter, he shares his Cadbury Dairy Milk Silk with her in a unique way. What we'd like to do is to make every youngster in love, wish somebody created a Silk-like moment for them.”
The campaign is running across TV and digital.
Client: Mondelez India Foods
Creative agency: Ogilvy India
Chief creative officer worldwide: Piyush Pandey
Chief creative officers, India: Kainaz Karmakar and Harshad Rajyadaksha
Chief client officer, India: Hephzibah Pathak
Associate president: Prakash Nair
Creative team: Zenobia Pithawalla, Mihir Chanchani and Vishal Rajpurkar
Digital team: Neville Shah and Karthik Krishnan
Account management: Antara Suri, Parshuram Mendekar, Esha Gandhi, Saee Takalkar and Saket Modi
Planning team: Ganapathy Balagopalan, Bhakti Malik and Prasidh Dalvi
Production house: Nirvana Films
Director (film): Prakash Varma
Executive producer: Sneha Iype
Producer: Manjeet Bawa
Director of photography: KU Mohanan
Media Agency: Wavemaker India