Campaign India Team
Oct 12, 2016

Cadbury unites a family for Celebrations this festive season

Watch the ad film conceptualised by Contract Advertising here

Cadbury Celebrations has rolled out its campaign for the ongoing festive season. The film has been conceptualised by Contract Advertising.
 
The film captures Diwali night in a household. Actor Dalip Tahil is celebrating it with his children and grandchildren. As everyone is together, they remember old times in the house and get nostalgic. One of Tahil's children asks his father about his decision to sell the house they're in. Tahil playfully reveals that he had lied to them about selling the  house, only to make them visit. He takes a piece of chocolate from a Cadbury Celebrations box in his daughter's hand and feeds her, and wishes the family 'Happy Diwali'. The film ends with the tagline ‘Iss Diwali Khushiya Le Chalo’. (Take happiness with you this Diwali)
 
Prashant Peres, director - marketing (chocolates), Mondelez India, said, "Over the years, Mondelez India has successfully implemented occasion based marketing to popularise the chocolate culture in India. Though historically, we have conceptualised and marketed our campaigns around Diwali and Raksha Bandhan, in the past few years, we have been successful in creating ‘gifting as a trend’ around two 'younger' occasions — Valentine’s Day and Friendship Day. Although traditional sweets have been an integral part of every festival being celebrated in India, we have regularly innovated and created consumption occasions, thereby converting the ‘mithai’ loving Indians to adapt to newer flavours of chocolates. Rising disposable incomes, growing media exposure, changing lifestyles and a young population’s growing affinity for indulgence; has set the stage to transform India into one of the world’s fastest growing chocolate markets. Preferences of Indian consumers during festivities have evolved, with evolved palette they are now purchasing premium and finer chocolates for festive consumption and gifting.”
 
Kapil Mishra, EVP and executive creative director, Contract Advertising, Mumbai, said, “This advertisement was driven by the idea that festivals have become very monotonous and a mere ritual. While parents wait for this occasion for the entire family to be together, younger generation is too occupied in their life and routine. By this campaign we aim to reinvigorate the festive feeling among the youth, emphasising on emotions of togetherness, fun and family bonding.”
 
Credits
Client: Mondelez India 
Agency: Contract Advertising
Creative team: Ashish Chakravarty, Kapil Mishra, Rahul Ghosh, Akshat Ghildial, Siddhesh Kulkarni, Sameer Bhave, Anwesha Praharaj, Sunil Shetty, Benny Alexander, Maruti Padelkar, Shuvadeep Nag, Shiny Cherian, Fasil Khan
Production house: Nirvana Films  Director: Prashant Madan
Producer: Marjorie Rodrigues
Director of photography: Setu
Source:
Campaign India

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