Cadbury's latest TVC for Dairy Milk urges consumers to listen to their heart and enjoy the light-hearted moments in life.
The film conceptualised by Ogilvy & Mather shows a couple walking on a snowy mountain. The man is using his phone, while the lady behind him is eating a Dairy Milk and looking at the man. The lady decides to change this situation by throwing a snowball on the man. The man looks shocked, but the lady is laughing. The man looks at her and signals to ask her why did she do that. Seeing that the man didn't take it well, the lady apologises.
The man reacts to this creating a snowball himself and chasing the lady to return the favour. The fight continues for a while until the man is shown grasping for breathe. The film ends with the lady shown offering him a Dairy Milk. As the man is shown taking the chocolate, the lady pulls away the chocolate part, only to leave the man with a wrapper and the cue to begin another 'joyful' fight between the two.
According to a note from the agency, "Cadbury Dairy Milk has reached such a stage in its lifecycle with respect to the Indian audience, that it can be more nuanced in its communication and afford to get more personal with its audience. In this case the brand has chosen to make the consumer aware of the fact that life lies in the now; that joy resides in the act of letting go, and that one should live like no one’s watching. Needless to say, there is a social context to this. We are all too busy and perhaps a little less sensitive to live life in its truest sense, in its authenticity. This campaign urges the consumer to live from the heart, and in essence, free the joy that is deep within all of us. The commercial is meant to dramatize the benefits of letting go and being your true self."
NCD: Abhijit Avasthi
Copywriters: Abhijit Avasthi, Manoj Shetty
Servicing: Sonali Sehgal
Production house: Curious Films
Director: Vivek Kakkad