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‘Nayi dosti ka shubh aarambh’ with Cadbury Dairy Milk

The TVC conceptualised by Ogilvy Mumbai focuses on new friendships using the backdrop of a wedding ceremony

BestMediaInfo Bureau | Delhi | July 20, 2012

The theme of the new TVC of Cadbury Dairy Milk celebrates the beginning of new friendships. Titled ‘Nayi dosti ka shubh aarambh’, the TVC showcases the first magical moments of a blossoming friendship between a young girl and a boy on the sidelines of a wedding, an occasion that in itself connotes new relationships. The traditional setting, combined with the contemporary twist results in an easily relatable and youthful TVC.

It is set to hit TV screens nationwide on July 21, 2012, and is expected to have a presence in over 70 television channels. To further strengthen the brand’s digital presence, the TVC was released online on YouTube and Facebook on July 13. The response in the first six days has been extremely encouraging with close to 573,000 hits on YouTube and 10,600 likes on Facebook.

Speaking on the campaign, Chandramouli Venkatesan, Director, Snacking & Strategy, Cadbury India, said, “Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. The latest TVC celebrates and honours another very important aspect of relationships – the start of a new friendship.”

Abijit Avasthi, National Creative Director, Ogilvy India, said, “The campaign is perfectly timed to coincide with Friendship Day on August 5. This is an exciting, action-packed time for youngsters since colleges reopen at this time and they get to meet new people and start new meaningful friendships that last a lifetime.”

The TVC will be supported by a robust integrated marketing campaign, including on-ground activations in 80 colleges, creative print placements, interesting radio capsules on leading radio stations across many cities and outdoor, to urge people to make new friends and celebrate special “friendship moments.”

The commercial plays out at a traditional wedding ceremony. A teenage girl and boy exchange notes on how every family has a “dancing uncle/aunty” and an “allergy aunty/uncle”. They quickly realise that the two families have much more in common than they thought. When the girl excitedly asks, “Tumhaari family mein mere jaisa kaun hai?”, the boy smiles and replies, ”Main”. A piece of Cadbury Dairy Milk is exchanged to celebrate their new-found friendship and the closing voiceover says: “Nayi Dosti Ka Shubh Aarambh. Kuch Meetha Ho Jaaye.”

The TVC:



Brand: Cadbury

Agency: Ogilvy Mumbai

National Creative Director: Abhijit Avasthi

Group Creative Directors: Manoj Shetty, Vijay Sawant

Servicing: Sonali Sehgal, Bhavna Thakur

Planning: Kawal Shoor, Ganapathy Balagopalan

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