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Cadbury turns desire for last piece of chocolate into a charming story

Created by Ogilvy & Mather, the TVC featuring Waheeda Rehman explores the tight family bond and builds on the ‘Khaane ke baad kutch meetha ho jaye’ campaign

BestMediaInfo Bureau | Mumbai | May 29, 2015

Click on the image to watch the TVC. Click on the image to watch the TVC.

No meal is truly complete without dessert. Mondelez captures this sentiment in its new TVC for Cadbury Dairy Milk, featuring veteran actress Waheeda Rehman. Created by Ogilvy & Mather, Mumbai, the TVC explores the tight family bond and the unabashed desire for #TheLastPiece of Cadbury Dairy Milk that everyone craves for.

While everyone cites a reason to deserve the last piece, Waheeda Rehman, playing the grandmother, casually claims the chocolate and quips at the family that she rightfully deserves it since she may not be around to eat too many in the future. At this, the family stays silent for a bit and Rehman smiles, the family gets comfortable and laughs out loud.

The TVC finds humour and love in this family setting, delivering the message of Cadbury Dairy Milk Home Treats. One of the pillars for Cadbury Diary Milk’s future growth is increasing in-home consumption and the Indian tradition of having a ‘meetha’ post meal provides Cadbury Dairy Milk with the right opportunity to get into the household refrigerator.

Building on the ‘Khaane ke baad kutch meetha ho jaye’ campaign, the agency arrived at an interesting cut – the last piece. No matter how young or old one is, the last piece of ‘meetha’ is always on everyone’s radar. The current ‘Khaane ke baad’ campaign is built around this strong behaviour.

“A generation of Indians have grown up to the taste of Cadbury Dairy Milk, which is why Cadbury is often synonymous to the word chocolate in India. Through this campaign, the intent is to build on the solid platform created during the ‘meetha journey’. Today’s busy consumers are looking for opportunities to connect as a family, this campaign seeks to position Cadbury Dairy Milk as a way to bring joy and banter around the dinner table. Chocolate consumption in India in the evening and post dinner is really under-indexed when compared to other markets – thereby presenting a big opportunity to grow the market,” explained Prashant Peres, Director - Marketing (Chocolates), Mondelez India.

Neville Shah Neville Shah

Neville Shah, Group Creative Director, Ogilvy & Mather, elaborated, “The challenge was really to bring Cadbury Dairy Milk inside the home and continue our legacy of ‘khaane ke baad kuch meetha ho jaaye’. Cadbury being a real and honest brand, the story needed to be just as real as the real relationships and moments in our lives.”

Shah further said, “The idea of how far one would go to get the last piece, seemed very interesting. Especially, when that someone is as cute and as unexpected as a grandmother. Making this sweet grandmother win the last piece with a cheeky excuse seemed instantly charming and real. And when Waheeda Rahman agreed to be that grandmother, we were certain that it would put a smile on everyone’s face.”

The film also saw the erstwhile Creative Head on Cadbury, Manoj Shetty, behind the camera as the director from Early Man Films.

The TVC:

[youtube]https://www.youtube.com/watch?v=_zMBmKnfkwk[/youtube]

Credits:

Client: Mondelez India

Brand: Cadbury Dairy Milk

Creative agency: Ogilvy & Mather

Creative team: Neville Shah, Ashish Naik, Siddhartha Menon

Account Management team: Prakash Nair, Neha Shah, Aditya Dhull, Navika Jain

Planning team: Ganapathy Balagopalan, Jasmeeta Agarwal, Zaara Ahmad

Production House: Early Man Films

Director: Manoj Shetty

Executive Producer: Anand Menon

Producer: Amarjeet Phukan

Info@BestMediaInfo.com

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