Mondelez India has rolled out a film for its finger-format chocolate brand Cadbury Dairy Milk Crispello.
Conceptualised by Ogilvy India, the film shows five friends on a road trip. One of them unwraps Cadbury Dairy Milk Crispello that catches everyone’s attention except the one friend who has fallen asleep. The chocolate has four parts while there are five of them in the car. So the friends prank the person who is sleeping to get him out of the car and share the chocolate equally.
Anil Viswanathan, director- marketing (chocolates), Mondelez India, said, “Cadbury Dairy Milk Crispello is our young ‘made in India’ innovation in the Crispy-Eat segment that banks on the strong equity of Cadbury Dairy Milk. We aim to predominantly cater to the Gen-Z consumer base who are a key consumer cohort for the brand as they showcase a potential desire to explore multi-textured and newer eat experiences to relish chocolate in different avatars. With the new proposition of 'Crispello Breaking Barabar Sharing', we want to connect with our consumers through slice of fun moments that they enjoy with their friends, serving as a reminder to share the Cadbury Dairy Milk Crispello fingers equally. The idea of sharing that the brand reinforces, bolsters our values of togetherness and collective joy.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “When a Cadbury Dairy Milk Crispello is opened, it needs to be shared equally. And one can go to any lengths to do so. This fun quirky spin on 'sharing' sets the tone for Crispello. It speaks to the youth in a language they understand best – humour.”
Creative agency: Ogilvy
CCO: Sukesh Nayak, Harshad Rajadhyaksh, Kainaz Karmakar
Creative team: Sukesh Nayak, Neville Shah, Hemant Sharma, Sagar Jadhav, Brinda Singala, Aakash Dalwadi
Account management: Prakash Nair, Antara Suri, Neha Shah, Manseerat Sethi, Princia D’Souza
Planning team: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi, Anushka Mukherjee
Production Company: Bang Bang Films
Director: Ryan Mendonca
DOP: Siddharth Diwan
Produced by: Roopak Saluja and Kareena Dalal
Producer: Zuleikha Gupta
Media Agency: Wavemaker India