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Cadbury sweetens the deal for the lovestruck this Valentine’s Day

The ‘Say it with Silk’ campaign, conceptualized by O&M, seeks to promote chocolate gifting during a non-festive period

BestMediaInfo Bureau | Mumbai | February 10, 2015

Cadbury-sillk Click on the image to watch the TVC.

Mondelez India has released a new campaign, ‘Say it with Silk’, to promote the concept of chocolate gifting during Valentine’s Day, traditionally a non-festive period. A new film, part of an integrated campaign, has been developed by Ogilvy & Mather. The latest campaign is an extension of the ‘Discover the joy of First Love’ campaign launched last year.

Elaborating on the idea behind the campaign, Prashant Peres, Director, Marketing - Chocolates, Mondelez India Foods, said, “Gifting is an integral part of Indian culture, and consumers are always looking for something new and discerning to be given as a gift for the ones they love. While traditionally gifting has always been a great way to express care, with the busyness of everyday life it has now become another tick in the box. There is a strong latent demand for chocolate gifting that exists in the Indian market. The objective of focusing on a traditionally non-festive period like Valentine’s Day is to fulfil this demand through a set of special edition Cadbury Dairy Milk Silk packs, which will be available in the market for a limited period only during this month of Valentine’s Day.”

Prakash Nair, Senior VP, Ogilvy & Mather, said, “Valentine’s Day and chocolates have a long association. Silk is all about an ‘immersive’ eat which kind of pull in the chocolate lover and envelopes them in its taste. Last year’s Valentine’s Day saw Silk helping people ‘Discover the Joy of First Love’. The brief was to move forward and build on what we had started.”

A special TVC for Cadbury Dairy Milk Silk is on air from February 1 to 14, which focuses on the special Cadbury Dairy Milk Silk packs. The communication is themed around ‘Say it with Silk’ and will be supported by a 360-degree campaign, which will extend across platforms on traditional media such as outdoor, print and in-store promotions, with key focus on digital media. The hashtag, #SayItWithSilk, will be used to talk about how Cadbury Dairy Milk Silk made Valentine’s Day special for consumers.

The TVC:



Client: Mondelez India Foods

Creative Agency: Ogilvy & Mather

Executive Creative Director: Zenobia Pithawalla

Senior Creative Director: Mihir Chanchani

Senior VP: Prakash Nair

Senior Visualiser: Tanvi Ghaisas


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