Campaign India Team
May 22, 2015

Cadbury Dairy Milk takes a seat at the dinner table, with #TheLastPiece

Watch the film conceptualised by Ogilvy & Mather here

Mondelez has launched an ad film for Cadbury Dairy Milk featuring veteran Bollywood actor Waheeda Rehman. The film has been conceptualised by Ogilvy & Mather.
 
The story is about a family at the dinner table. The meal is over, but for a last piece of Dairy Milk chocolate that Rehman, who plays grandmother, and the rest of the family, are craving. The father lays claim to piece by saying that he has had a long day at office. The son butts in to remind the father that this was the same excuse he made the previous night.  The son goes on to talk about his good exams results. Unfortunately, his sister rains on his parade as she reminds everyone that he fared badly in one of the subjects. Sighing, Rehman reaches out for the piece and eats it. She justifies her action by saying that she does not know how many Dairy Milks she has left to eat in her life. As everyone stares at her in a concerned fashion, she bursts out laughing. The film ends with everyone laughing as they realise that Rehman has pulled the wool over all their eyes.
 
Prashant Pere, director, marketing chocolate India, Mondelez India, said, "A generation of Indians have grown up to the taste of Cadbury Dairy Milk, which is why Cadbury is often synonymous to the word chocolate in India. Through this campaign, the intent is to build on the solid platform created during the ‘meetha journey’.  Today’s busy consumers are looking for opportunities to connect as a family , this campaign seeks to position Cadbury Dairy Milk as a way to bring joy  and banter around the dinner table. Chocolate consumption in India in the evening and post dinner is really under-indexed when compared to other markets- thereby presenting a big opportunity to grow the market.”
 
Credits
Client: Mondelez
Cretive agency: Ogilvy & Mather
Creative: Neville Shah, Ashish Naik, Siddhartha Menon
Account management: Prakash Nair, Neha Shah, Aditya Dhull, Navika Jain
Planning: Ganapathy Balagopalan, Jasmeeta Agarwal, Zaara Ahmad
Production house: Early Man Films 
Director: Manoj Shetty
Exec producer: Anand Menon
Producer: Amarjeet Phukan
 
Source:
Campaign India