Mondelez India has rolled out a film each for its chocolate brands 5 Star and Cadbury Dairy Milk Silk ahead of Valentine's Day. The films have been conceptualised by Ogilvy.
The film for 5 Star (above) is for singles. It shows how 5 Star can send those who aren't interested in the day or are single to Cintacor Island). The brand has taken over and renamed a part of it as 'My Cousin's Wedding'. It's based on the idea that those who aren't celebrating the day often use that as an excuse. To enter the contest users can scan a 5 Star pack. The chocolate also has 'escape cheesy gifts' added to its packaging.
On the other hand, Cadbury Dairy Milk Silk has rolled out a film titled 'how far will you go to make them Blush’. The packaging of the chocolate has a QR code that leads consumers to a microsite that can be used to create and share custom messages with their loved ones on social media.
On the 5 Star activation, Anil Viswanathan, vice president, marketing – Mondelez, India, said, "Being at the heart of the country’s youth culture, Cadbury 5 Star has always communicated narratives that are witty and relatable. As a brand that truly understands Gen Z, we wanted our Valentine’s Day campaign to represent singles - to not only help them steer away from the awkward questions but also give them an experience to sit back and do nothing; bringing back the Cadbury 5 Star promise with elements of humor and quirk intact. After all, singles also deserve to have fun.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “Valentine's Day can be quite daunting for someone who's single or just not into it. Since 5 Star has been championing the cause of people who just want to 'do nothing', we took it a step further this year by offering them a perfect escape from the madness. A commonly used excuse that will no more be a lie. As crazy as it sounds, some people will soon be spending Valentine's Day doing literally nothing on a faraway island called ‘My Cousin's Wedding'."
Shekhar Banerjee, chief client officer and head-West, Wavemaker India, added, “We didn't just stop at creating an Island called My Cousin's Wedding but also created a larger-than-life embassy similar to a real one to create a legit experience. If that wasn't enough, we even went ahead and created an outdoor banter with a counterculture approach between Cadbury 5 Star and Cadbury Silk thus establishing the brand's different positioning while still leveraging the occasion that's meant for the brands promoting love. To amplify the campaign further we tapped onto various relevant youth touch points with a 360* activation that helped us dial up the messaging across our TG and build in the brand messaging of escaping this valentine by simply Doing Nothing! The response has been overwhelming and lot of chatter around the escape plan by simply doing nothing is the talk of the town.”
On the Dairy Milk Silk activation, Viswanathan said, “We understand that the definition of a relationship is evolving, and with the digital age, as the world becomes more and more inclusive, couples want their relationship as exclusive as possible, and we as a brand want to aid the celebration, the way they’d like it. To secure this special place, with #HowFarWillYouGoToMakeThemBlush, the personalised augmented reality technology, which is a first for the nation, empowers our consumers to go all out, secretly, when expressing their love. We truly hope that this year again our brand strikes a chord with all our consumers and make them blush.”
Zenobia Pithawalla, senior ECD and Mihir Chanchani, ECD, Ogilvy India, added, “How do you put a chocolate with a pink heart in the centre, at the centre of Valentine’s Day celebrations? We knew that most romances in our target audiences of teenagers are secret romances. So, this Valentine's Day we decided to help young lovers in India shout out their love for their loved ones and yet keep it a secret from prying eyes. Introducing - Cadbury Silk Secret Messages. With help from out tech partner, 8th Wall - we used personalisation of augmented reality to turn every Silk hoarding, bus shelter, poster, press ad and POS materials into a personalised secret message between lovers, which only they can see. So now, they can literally proclaim their love from rooftops and yet keep it a secret. What better way to make them blush? Bringing alive the unique product idea and branding of this new product called Silk Heart Blush.”