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Cadbury Dairy Milk Silk has got silkier

The TVC has been conceptualised by Ogilvy India and plays on the delight factor

BestMediaInfo Bureau | Mumbai | March 12, 2013

Cadbury India, a part of Mondel?z International, has launched a new TVC for the all-new softer, smoother and silkier Cadbury Dairy Milk Silk. Revolving around the theme of ‘indulgence’, the film effectively captures the immersive joy of consuming a bar of Cadbury Dairy Milk Silk. This is showcased through three young people who are shown taking hearty bites of the new silkier chocolate and also scooping it with their fingers, enjoying the softer, smoother and creamier sensation. The TVC has been conceptualised by Ogilvy India for the relaunch of the chocolate.

Speaking about the campaign, Chandramouli Venkatesan Director, India Snacking and Asia Pacific and Developing Markets - Chocolate Lead, Cadbury India, said, “Silk has been a great success story for us ever since its launch. The renovation of Silk is in line with our efforts towards providing an even more superior chocolate eating experience in India. The new Silk TVC showcases characters being completely immersed in the experience of consuming the new Cadbury Dairy Milk Silk. The product has been improved to deliver greater softness and creaminess, while retaining the signature Silk taste, to make it the best chocolate in India.”

He further said, “This relaunch is supported with heavy marketing investments including outdoor, digital, on-ground engagement and differentiated POB execution.”

Manoj Shetty, Creative Director, Ogilvy India, who developed the TVC, said, “The new Cadbury Dairy Milk Silk TVC is created to cater to the fast evolving consumer tastes and trends and their compulsive need to indulge and pamper themselves. The characters in the TVC aptly depict that the new Cadbury Silk is softer, silkier and smoother.”

The TVC:


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