Campaign India Team
Mar 06, 2013

Cadbury promises softer, smoother, silkier Dairy Milk Silk

Watch the ad film created by Ogilvy & Mather

Cadbury India has launched a TV campaign for the new edition of the Cadbury Dairy Milk Silk. The ad film created by Ogilvy & Mather went on air on 28 February.

The ad features three young people who are shown savouring the new 'silkier' chocolate. They're shown indulging in the chocolate, licking it and scooping it with their fingers, underlining the softer, smoother and silkier promise. The voice over says, “Have you felt the new Silk? Some say it’s softer. Some say its smoother. You could say it’s silkier”.

On the campaign, Chandramouli Venkatesan, director, India Snacking and Asia Pacific, and developing markets - chocolate lead, Cadbury India, said, “Silk has been a great success story for us ever since its launch. The renovation of Silk is in line with our efforts towards providing an even more superior chocolate eating experience in India. The new Silk TVC showcases characters being completely immersed in the experience of consuming the new Cadbury Dairy Milk Silk. The new product has been improved to deliver greater softness and creaminess, while retaining the signature Silk taste, to make it the best chocolate in India.”

“This re-launch is supported with heavy marketing investments including outdoor, digital, on-ground engagement and differentiated POP execution,” he added.

Manoj Shetty, creative director, Ogilvy India, said, “The new Cadbury Dairy Milk Silk TVC campaign is created to cater to the fast evolving consumer tastes and trends and their compulsive need to indulge and pamper themselves. The characters in the TVC aptly depict that the new Cadbury Silk is softer, silkier and smoother.”


Client: Cadbury India

Creative agency: Ogilvy & Mather

Creative team: Manoj Shetty

Campaign India