The TVC conceptualised by L&K Saatchi & Saatchi aims to reinstate the positioning of Cadbury Choclairs Gold as the preferred candy in the birthday celebration space
BestMediaInfo Bureau | Mumbai | July 29, 2016
Mondelez India Foods Private Limited has launched a new occasion-based TVC for its birthday candy -- Cadbury Choclairs Gold. It tries to capture the nostalgic memories of celebrating birthdays at school marked by the custom of distributing chocolates among teachers and students.
Conceptualised by L&K Saatchi & Saatchi, the commercial targets the birthday celebration segment with its ‘Birthday pe sirf Choclairs Gold' campaign.
The TVC begins with two brothers leaving for school. The younger brother is a little apprehensive as he is celebrating his birthday at the new school for the first time and he has yet not made friends. The elder brother tries to cheer him up and hands over a Cadbury Choclairs Gold birthday pack to him. As he has a packet of chocolates, fellow students slowly gather around him and wish him, making his first birthday less daunting.
Amit Shah, Associate Director, Marketing, Gum, Candy and Beverages said, “Cadbury Choclairs Gold has been synonymous with the occasion of celebrating birthdays in schools. The centre-filled chocolate éclair has been a popular choice for birthday celebrations in schools, despite never having actively invested for the occasion. Backed by deep consumer insights, the TVC aims to drive the sales of Choclairs Gold Birthday Packs tapping on this consumption occasion. It also aims at bringing back those nostalgic memories of distributing Cadbury Choclairs Gold on birthdays.”
Highlighting the nostalgia quotient associated with the brand Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi said, “Every brief is a challenge. The solution to this one was staring at us all along. Cadbury Choclairs Gold has always been a popular birthday candy brand, and the new TVC just reiterates this. Coated in gooey caramel and oozing liquid chocolate, it’s not just any candy, it’s 100 pieces of nostalgia packed into the birthday pack.”
Client: Mondelez India
Brand: Cadbury Choclairs Gold
Agency: L&K Saatchi & Saatchi
Chief Creative Officer: Delna Sethna
Creative team: Ketki Karandikar and Priyanka Prakash
Vice President: Priyanka Chatterjee
Account management: Diana Wadia and Ankita Pandit
Agency Producer: Divyang Pandya
Account Planning: Meraj Hasan and Aditya Basole
Production house: Offroad Flims
Director (film): Abhijit Sudhakar
Executive Producer: Khalil Bachooali
Director of photography: Jay Oza