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Mondelez India’s new Cadbury Dairy Milk Silk is ‘more’ curvier, smoother and silkier

Conceptualised by Ogilvy & Mather, the brand has come up with a new TVC, ‘Feels like a lot more’ to promote the new silk. Earlier with Silk Caramello, Bubbly and Oreo, the brand had tried to bring in better taste experience for consumers

Click on the Image to watch the TVC.

Mondelez India Foods Private Limited, a subsidiary of Mondelēz International, has recently unveiled its latest TVC, ‘Feels like a lot more’ to promote its all-new ‘more’ curvier, smoother and silkier Cadbury Dairy Milk Silk that gives an immersive experience.

Conceptualised by Ogilvy & Mather, the video opens with two romantic protagonists relishing the new Cadbury Dairy Milk Silk. As soon as they eat it simultaneously, a melodious track plays in the background and many characters pop up singing and dancing to the track, giving it a feeling of romance in the air. With such visually appealing acts, the brand is trying to showcase how with every bite one’s imagination grows along with the indulgence.

This is not the first time that the brand has decided to come up with such innovations. Earlier, with its flavours like Caramello in 2014, Bubbly in 2015 and Oreo in 2017, Cadbury tried to bring a better taste experience for its customers.

Speaking about the new Cadbury Dairy Milk Silk, Prashant Peres, Director, Marketing (Chocolates), Mondelez India, said, “Cadbury Dairy Milk Silk has witnessed a great success and has grown to be the biggest brand in the ‘premium’ chocolate segment ever since its launch in 2010; and the new renovation will help us capitalise further on the segment. The brand was launched as a superior offering under the legacy brand Cadbury Dairy Milk to cater to Indian consumers craving for smoother, creamier and finer chocolates available internationally. Over the years, Cadbury Dairy Milk Silk has seen innovations in line with our efforts to enhance the chocolate eating experience. The new product has been enriched in shape and experience to make it more appealing and to deliver smoothness and creaminess, while retaining the signature Cadbury Dairy Milk Silk taste. Premium chocolates are expected to continue seeing a good consumer uptake and will turn out to be the next horizon for the category growth in the years to come.”

Zenobia Pithawalla

Speaking about the film, Zenobia Pithawalla, Executive Creative Director, Ogilvy & Mather, said, "The New Cadbury Dairy Milk Silk is a curvier version of the original bar. The curvier shape results in a more chocolaty feeling in the mouth. We brought alive the product story 'feels like a lot more' through the imagination of our protagonists. As both bite into the chocolate they feel like they are being serenaded by a whole lot of people. Reiterating that the feeling of 'more' is also more enjoyable."

The brand renovation will be supported across outdoor, digital activation, modern trade sampling, in-store visibility along with a TVC.

Credits:

Agency: Ogilvy & Mather, Mumbai

Creative team: Zenobia Pithawalla, Mihir Chanchani

Account management: Prakash Nair, Smita Padmanabhan, Shruti Paranjpe

Production house: Breathless Films

Director (film): Vinil Mathew

Producer:  Swadha Kulkarni

Director of photography (DOP): Mark Bliss

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