Created by Contract Advertising, the new TVC urges consumers to move beyond the mundane and ritualistic celebrations and get in some enthusiasm
BestMediaInfo Bureau | Delhi | October 8, 2014
Cadbury Celebrations recognised that festivals that were meant to be fun and filled with festivity had become mundane and ritualistic. Therefore, the need of the hour, according to the chocolate brand, was to bring back some enthusiasm and set the tone of change. In its new TVC, conceptualised by Contract Advertising, Cadbury Celebrations takes a closer look at our festivals, and what they mean to us today.
The 50-second long film shows four army men sitting together and one of them is disappointed as his repeated calls back home are going unanswered. As he is brooding, his comrade signals to someone at the door and a girl comes in and whispers ‘happy diwali bhaiyya’ into his ear. He is surprised and overjoyed on seeing his parents too at the door. His father presents a box of Cadbury Celebrations to his friend which everyone relishes. The caption sums up the message with, ‘Cadbury Celebrations lechalo, iss Diwali khushiyan le chaalo’.
“Gifting is an intrinsic part of Diwali celebrations. But, these days, the act of gifting has become more of a chore, and its role in adding to the celebratory nature of the festival has been diminished. We wanted to rekindle this true joy of Diwali gifting. There is a tradition of people going back to their parents during Diwali. Our story is one where parents decide to surprise their son at his workplace on Diwali,” said Ashish Chakravarty, National Creative Director, Contract Advertising.
“Cadbury Celebrations has been a bellwether in developing the chocolate & food gifting category in India. To accelerate that momentum, we have redefined our source of business to traditional food items like dry fruits and mithai. Our brand vision is to bring celebrations to all traditional festive occasions,” said Amarpreet Anand, AVP, Chocolate, Mondelez India.
Cadbury Celebrations operates across the premium and mass premium segments, with the Rich Dry Fruit Collection being the growth driver catering to the premium category.
Agency: Contract Advertising
Team: Ashish Chakravarty, Kapil Mishra, Vineet Mahajan, Rahul Ghosh, Srividya Sankaran, Rohit Srivastava, Mehul Shah, Carl Daji, Geet Nazir, Divya Sethi