Mondelez India Foods Private Limited recently rolled out a new music video for its premium chocolate brand Cadbury Dairy Milk Silk. The video is a rendition of the now famous silk jingle by Bollywood singer Armaan Malik and YouTube sensation Shirley Setia.
The #SilkSong music has been conceptualised by ace musician Clinton Cerejo and the video features Malik and Setia as protagonists.
Since its launch in 2010, Cadbury Dairy Milk Silk has been immensely popular with the youth and has grown to become one of the biggest brands in the premium chocolate segment. When the new Silk, touted to be âmoreâ curvier, smoother and silkier, was launched recently, the product was improved to give consumers an even more immersive chocolate experience. To accompany the product update and a refreshed packaging, Mondelez India rolled out this new communication with a digital-first approach.
Speaking about the music video and importance of the digital medium, Prashant Peres, Director, Marketing (Chocolates), Mondelez India, said, âOver 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.â
âDigital is gradually becoming a lead medium for youth brands and we have seen consumers routinely express their love for our jingle on social media and therefore we decided to gratify them with this truly special rendition. Weâve combined the immense popularity of Armaan Malik and Shirley Setia with the mass appeal of the Silk jingle to create some magic. Weâre confident that consumers will love the sweet twist by the artists to their favourite #SilkSong,â he added.
On the idea and thought behind the campaign, Smita Padmanabhan, Client Services Director, Ogilvy & Mather, said, âFor Silk, the jingle is our biggest brand identity. And for the first time this year, we had a TVC where the protagonists were actually seen singing it on screen. This gave us the idea on getting more people to sing the song they love. All we needed was a little prod to the Silk fans. So, we roped in two of today's popular youth talents Armaan and Shirley under the able guidance of the super talented Clinton Cerejo. And the result â a beautiful, fresh new rendition of this popular classic. This was followed up with a call from Shirley and Armaan to their fans to send in their own versions of their favourite brand's jingle."
Client: Mondelez India Foods Private Limited
Brand: Cadbury Dairy Milk Silk
Agency: Ogilvy & Mather, Mumbai.
Production house: Balancing Act Films
Director (film): Divya Palat
Producer: Aditya Hitkari
Director of photography: R Dee
Production Designer: Dipankar Dasgupta