The launch of Cadbury Dairy Milk Marvellous Creations will be supported by a 360-degree communication campaign.
INDIA – September 6, 2016 – Mondelez India Foods Private Limited, recently announced the launch of yet another exciting innovation – Cadbury Dairy Milk Marvellous Creations. Exuberating a fun and playful characteristic, this unique chocolate bar surprises consumers with its distinctive form and unpredictable inclusions. Cadbury Dairy Milk Marvellous Creations will be available in two flavours, Jelly Popping Candy and Cookie Nut Crunch, and will be manufactured at the company’s new manufacturing facility in Sri City, Andhra Pradesh.
The launch of Cadbury Dairy Milk Marvellous Creations will be supported by a 360- degree communication campaign, that includes a new TVC, as well as outdoor & digital campaigns targeting the brands core target audience – ‘Framilies’ (Friends + Families). On- ground activations and a Cadbury Dairy Milk Marvellous Creations bus, are also a part of the campaign to leave its consumers pleasantly surprised. Conceptualized by Oglivy & Mather, the
TVC breaks through the clutter showcasing its strong “party in the mouth” messaging. The advertisement instantly conveys how Cadbury Dairy Milk Marvellous Creations is different, with quirky looking blocks and curiously shaped pieces of varying sizes put together in an indulgent bar of milk chocolate that literally explodes in your mouth with every unpredictably delicious bite.
The TVC starts with a man sitting at a bus stop on a regular day, waiting for his bus to arrive. As soon as he breaks a piece of Cadbury Dairy Milk Marvellous Creations, inanimate objects lying around at the bus stop come to life, transforming this dull setting into a joyful extravaganza metaphorically conveying its party in the mouth messaging. The protagonist then finds himself at his home sharing a piece of this marvel with his wife and daughter and boom, inanimate objects come to life again and the party begins!
Commenting on the campaign Prashant Peres, Director – Marketing (Chocolates), Mondelez India, said “After the successful launch of India’s first ‘centre-filled’ Chocolate – Cadbury Dairy Milk Silk Caramello and India’s first ‘aerated’ Chocolate – Cadbury Dairy Milk Silk Bubbly, we have now introduced yet another global innovation Cadbury Dairy Milk Marvellous Creations in India. Cadbury Dairy Milk is a brand that has transcended into everyday Indian life and it’s a brand that consumers love and trust. And Cadbury Dairy Milk Marvellous Creations reflects India’s celebratory spirit and through this new TVC our objective is to bring fun and excitement into the way Indians enjoy their favorite chocolate.”
Neville Shah, Executive Creative Director, said, “Cadbury Dairy Milk
Marvellous Creations is truly the best chocolate I’ve had. In fact, this brief wasn’t that difficult to crack, simply because the chocolate does exactly what the commercial shows. When you taste it for the first time, it truly ambushes you with the ingredients. It’s a party in your mouth. And that’s exactly what we turned into the ad.”
Priced at Rs. 39 and Rs. 80, Cadbury Dairy Milk Marvellous Creations is all set to give chocolate lovers an unforgettable experience, leaving them wanting more!
Agency Details –
Agency: Ogilvy & Mather, Mumbai
Executive Creative Director: Neville Shah
Senior Creative director: Ashish Naik
Creative team: Yogesh Pradhan, Minal Phatak, Pramod Chavan, Rahil Shah Account management: Prakash Nair, Neha Shah, Navika Jain, Vishaal Nair
Account Planning: Ganapathy Balagopalan, Jasmeeta Agarwal, Shriya Sengupta Production house: Joshua Tree Films
Director (film): Henrik Sundgren
Producer: Joshua Upputuru, Aditi Pakala
Director of photography: Linus Eklund