Cadbury Dairy Milk Silk has extended its 'how far will you go for love?' campaign with a series of films released for Valentine's Day.
With the thought of helping young couples make this Valentine's Day special, the brand decided to help them with original ideas. The six campaign films showcased gestures ranging from a girl setting up a romantic tent in her living room, a boy creating a touching heart pop moment on his building terrace, to a boy colouring his hair pink to match his girlfriend’s hair colour.
Anil Viswanathan, senior director, marketing (chocolates), insights and analytics, Mondelez India, said, “Being synonymous with Valentine’s Day for almost a decade, Cadbury Dairy Milk Silk has been inspiring consumers to celebrate the season of romance and making the day count in their love story. Cadbury Dairy Milk Silk has built and strengthened consumer love and connect with youth in India through relevant storytelling and personalised offerings. Our recent campaign “How Far Will You Go For Love” was received very well, winning consumers hearts especially with Gen Z strengthening overall brand appeal and emotional connect with this audience. Valentine’s Day is an important day in our consumer’s life, and they believe in making the day count. They know that words often fall short to express their deepest emotions for the dear ones in their lives and they share a special bond with Cadbury Dairy Milk Silk to express themselves.”
Neville Shah, executive creative director, Ogilvy India, said, "These simple stories attempt to inspire couples to surprise their partners. It’s not about the bigness of the act. It’s about the grandness of the thought. And that’s the simple intent. We designed them for short format surfaces and deployed them episodically, increasing the interest with each asset. A campaign designed for love. Simple."
Beyond the six videos, the campaign is also surrounded by outdoors, experience driven technology collabs and a digital plan.
Shekhar Banerjee, chief client officer and head - west, Wavemaker India, said, “The year gone by has been quite different and difficult for most of us and especially for young couples who have been staying away from their partner / loved ones. Going into this year’s Valentine’s Day we managed to bring the brand much more integral to expressing love. We went an extra mile to make Valentine’s Day furthermore special for young couples through custom partnerships with web series and showcasing true inspiring stories in association with Humans of Bombay and Terribly Tiny Tales”
Client: Mondelez India Foods
Creative agency: Ogilvy India
Chief creative officers, India: Kainaz Karmakar and Harshad Rajyadaksha
Vice chairperson and chief client officer, India: Hephzibah Pathak
Three marketing agencies in the region make the case for period leave as equitable staff policy. But the effects of period leave, we learn, play a bigger role in destigmatising conversations around menstruation and women’s health