Cadbury Dairy Milk Silk has rolled out a new ad film conceptualised by Ogilvy & Mather.
Set to its traditional 'Kiss Me' soundtrack, the film features a puppet show with a girl and boy puppets. It begins with the girl puppet kicking her partner so hard that his face comes off for a moment, surprising the audience. The camera moves to a young girl and boy controlling the puppets. The accident was because the girl is so engrossed in eating a bar of Dairy Milk Silk, even as her partner looks on enviously. She then offers him the chocolate, but reluctantly, and soon wants it back. The duo are more interested in the chocolate and don't seem to care about the puppets, leading to all sorts of moves on stage. When the girl drops a peace of chocolate on the puppet, the boy reaches out, picks it up and eats it. As they burst into laughter, a voice over delivers the 'Rich, smooth and creamy' message.
Zenobia Pithawalla, executive creative director, Ogilvy & Mather, said, "The task was to show – when you want to have a Cadbury Dairy Milk Silk, you've got to have it. To bring this craving alive we used puppets. The film is about two young puppeteers who crave so much for the chocolate, that they devour it while they are in the midst of a performance. Not caring that the fingers they are so gleefully licking are the very fingers the strings are suspended from. The puppet show going haywire says it all. You can't resist a Silk craving."
Prakash Nair, SVP, Ogilvy & Mather Mumbai, added, "Silk is an immersive eat and we needed an equally immersive creative device to tell the ‘irresistible Silk’ story – something very fresh and equally endearing."
Client: Mondelez India
Brand: Cadbury Dairy Milk Silk
Agency: Ogilvy & Mather
Creative team: Zenobia Pithawalla, Mihir Chanchani, Vikram Shah
Servicing: Prakash Nair, Pradnya Hattangadi, Smita Padmanabhan, Shruti Paranjpe
Planning: Ganapathy Balagopalan, Jasmeeta Agarwal, Shriya Sengupta
Production house: Breathless Films
Director (film): Vinil Mathew
Producer: Swadha Kulkarni
Director of photography: Mithesh Mirchandani