Cadbury has rolled out a new ad film for its Celebrations line of chocolates. The film has been conceptualised by Contract Advertising.
The film’s protagonist is a young army officer who is unable to get in touch with his family during Diwali. He is surrounded by his friends who seem concerned. As they talk amongst themselves, the protagonist's family surprises him by showing up - with a box of Cadbury Celebrations chocolates. It is revealed that his peers were in on the surprise visit. Lighthearted exchanges follow, as do moments of celebration.
The film ends with the voice over saying, “Is Diwali, khushiya le chalo” (This Diwali, carry happiness along.)
Ashish Chakravarty, national creative director,Contract Advertising, said, “Gifting is an intrinsic part of Diwali celebrations. But these days, the act of gifting has become more of a chore and its role in adding to the celebratory nature of the festival has been diminished. We wanted to rekindle this true joy of Diwali gifting. There is a tradition of people going back to their parents during Diwali. Our story is one, where parents decide to surprise their son at his workplace on Diwali.”
Amarpreet Anand, AVP Chocolate, Mondelez India, added, “Cadbury Celebrations has been a bell-weather in developing the chocolate and food gifting category in India. To accelerate that momentum, we have redefined our source of business to traditional food items like dry fruits and mithai. Our brand vision is to bring celebrations to all traditional festive occasions.”
Client: Cadbury Celebrations
Creative agency: Contract Advertising