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HT, Cadbury Dairy Milk celebrate Valentine’s Day with print innovation

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Mumbai & New Delhi: This Valentine’s Day, Hindustan Times Mumbai and Delhi editions came up with a special innovation for Cadbury Dairy Milk Silk. The newspapers had the Cadbury Silk Band (one transforming into a flower ribbon) pasted on top of them.

The key thought for Cadbury Dairy Milk (CDM) Silk on Valentine’s Day was – ‘Looking for the right way to say it? Say it with Silk’.

For this, a ribbon that could be made into a flower and be gifted along with a pack of Silk was delivered on February 14, 2015 to HT Mumbai and Delhi readers, on the front page jacket.

Prashant Peres, Director – Marketing, Chocolates, Mondelez India Foods Pvt. Ltd., said, “We set benchmarks with our print innovation for Valentine’s Day last year. This year again, we gave our consumers a sweet surprise on the special day. Our endeavour has always been to give that extra nudge in the direction of love and have people wake up to a delightful start on 14th Feb since Cadbury Dairy Milk Silk is the epitome of a sweet romance.”

This Valentine’s, CDM Silk came out with a Special Limited Edition Pack (a collectible Silk box with a Silk Pack inside, along with a special #SayitWithSilk bookmark).

On executing such print innovations, Rohit Sarma, Head – Media Marketing, West, HT Media Ltd, said, “Last year, we at Hindustan Times were challenged to put to rest the popular belief that newspapers, as a static medium, are incapable of bringing out the emotions of an ad campaign. However, we changed this common perception, and the digital world applauded our print innovation. This year, once again, we wanted to be the carrier of love and delight for our readers.”

Starting from Digital to TV to doing various touch point driven activations including outdoors, Cadbury Silk’s campaign finally culminated with a big bang through Print, with innovation in Hindustan Times in Delhi, Gurgaon & Mumbai, and a regular jacket across the One India English publications.

"Cadbury Dairy Milk Silk came up with a special Limited Edition pack. The task for us was to create communication for it that would add to the delight. So, as part of a larger campaign, the Ogilvy team came up with a print innovation where an actual ribbon was placed in the print ad. You could use that ribbon as a gifting accessory for the pack – adding not just to pack delight, but also to the joy on this special day," said Zenobia Pithawalla, Executive Creative Director, Ogilvy & Mather, Mumbai.

The O&M Creative team for this innovation comprised Pithawalla, Mihir Chanchani, AR Rahul and Tanvi Ghaisas.

On creating this innovation, Shekhar Banerjee, Senior Vice President, Madison Media, said, “Imagine with just a media innovation if you can transform a great chocolate into the best and most talked about gift for Valentine’s Day! The special edition Cadbury Dairy Milk Silk now has one more reason to share a beautiful flower ribbon as part of the print innovation, just pull it out, and wrap it around your Silk pack & #SayitwithSilk to your loved one.”

About Hindustan Times

HT Media Limited is one of India’s foremost media companies, and home to three leading newspapers in the country in the English, Hindi and Business news segments – ‘Hindustan Times’ (English daily), ‘Hindustan’ (Hindi daily, through a subsidiary) and ‘Mint’ (business paper). ‘Hindustan Times’ was inaugurated in 1924 by Mahatma Gandhi and has a 90-year history as one of India’s leading newspapers. The Company also has four FM radio stations – “Fever 104 FM” in Delhi, Mumbai, Bengaluru and Kolkata. The Company has also made a foray into the Internet space through its subsidiary Firefly e-Ventures Limited and has launched successful portals www.Shine.com, www.HTCampus.com, www.Desimartini.com. These are in addition to the existing websites livemint.com, livehindustan.com and hindustantimes.com.


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