Mondelez has crafted a spot in an attempt to take ownership of Eid celebrations in the country. A 20-second edit on TV and a 35-second edit for cinema drive the message, conceptualised by Contract Advertising.
The film opens in a living room of revelers celebrating the occasion, dressed to the nines, wishing each other on the occasion of Eid. One of the men offers sweets out of a pack of Cadbury Celebrations Rich Dry Fruit Collection to another. In keeping with the Urdu-Hindi ‘Pehle aap’ (You first) tradition, the parcel keeps getting passed around. Until an elderly man arrives on the scene and plays on 'Pehle aap' with 'Pehle baap', which means Father first!
The film ends with sweets shared all around, and the message: ‘Is Eid, khushiyan le chalo’ (This Eid, bring along happiness).
Kapil Mishra, ECD and creative head, Contract Advertising, Mumbai, said, "The whole film rests on a conflict between the deep rooted tehzeeb of 'Pehle Aap' and a strong temptation to eat chocolates. This leads to the drama around a pack of Celebrations."
Prashant Peres, director, marketing chocolate, Mondelez India, added, "Cadbury Celebrations decided to make the Eid hugs tighter and fuel festive togetherness and celebrations.”
Creative agency: Contract Advertising
Executive creative director and creative head: Kapil Mishra
National art head: Vineet Mahajan
Director marketing chocolate: Prashant Peres
Director (film): Kapil Mishra, Vineet Mahajan