Cadbury Dairy Milk Silk has rolled out an ad film for the brand's latest offering Bubbly, an aerated chocolate being launched in India. The film conceptualised by Ogilvy & Mather has been on air since 15 July.
Set to the ‘Kiss me, close your eyes’ signature song in the brand's communication, the film sees a couple filling balloons in a room. The boyfriend fills balloons one after the other and offers it to the girl, who ties the knot. She decides though to let the air escape once, meaning he will have to blow it again. He reveals a bar of Dairy Milk Silk Bubby. He pretends to blow into it and offers it to her. She is surprised to find it bubbly inside and takes a bite. When she inflates her cheeks in jest, it's his turn to playfully pop the air out of them. The lighthearted and loving exchange continues.
Prashant Peres, director -- marketing (chocolates), Mondelez India, said, “We are really excited to launch India’s first aerated chocolate – Bubbly, as part of the Silk portfolio. What’s special about Silk Bubbly is its unique product format with Bubbles on the outside and Bubbles on the inside, which melt in your mouth to give you a light yet indulgent Silk experience. As category leaders we see a market making opportunity with Bubbly, which has been a huge success for Cadbury Dairy Milk in many other countries and from research we know that Indian consumers will love it as well.”
“The next few years will be exciting for us especially with India's chocolate market poised to be one of the fastest in the world. We see this as a huge opportunity to expand our chocolate footprint within the country,” he added.
Zenobia Pithawalla, executive creative director, Ogilvy & Mather, said, “Cadbury Dairy Milk Silk came up with its all new variant, Bubbly. We needed to create communication around the unique form of the chocolate, which as the name suggests is 'bubbled up'. Staying true to the Cadbury Dairy Milk Silk communication we created this little moment where a regular Cadbury Dairy Milk Silk bar transforms into a Cadbury Dairy Milk Silk Bubbly.”
Client: Mondelez India
Creative agency: Ogilvy & Mather, Mumbai
Executive creative director: Zenobia Pithawalla
Creative director: Mihir Chanchani
Account management: Prakash Nair, Smita Padmanabhan, Shruti Paranjpe
Account planning: Ganapathy Balagopalan, Jasmeeta Agarwal, Zaara Ahmad
Production house: Breathless Films
Director: Vinil Mathew
Producer: Swadha Kulkarni
Director of photography: Ayananka Bose
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Watch the film conceptualised by TBWA\India here
Was country head at Thwink Big