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Cadbury Dairy Milk amplifies joy with the new ‘Badhti Dosti’ campaign

Conceptualized by Ogilvy & Mather, Mumbai, Mondelez India Foods’ ‘Badhti Dosti’ campaign focuses on frequency of consumption

BestMediaInfo Bureau | Mumbai | November 6, 2015

Badhti-Dosti Click on the image to watch the TVC.

Mondelez India Foods (formerly Cadbury India Ltd.), recently launched the ‘Badhti Dosti’ campaign for Cadbury Dairy Milk, which has a strong association with happiness.

Cadbury Dairy Milk prides itself in being a brand that is built on genuine bonds and authentic joy and has a real role to play in building relationships. The Badhti Dosti campaign is aimed at getting people to enjoy with Cadbury Dairy Milk and experience shared joy more often.

Commenting on the new campaign, Prashant Peres, Director, Marketing (Chocolates), Mondelez India, said, “For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values such as family togetherness, to shared good feelings and collective joy. The new Badhti Dosti campaign will mark a shift from festive or occasion led consumption towards a more casual approach and will emphasize on driving the frequency of consumption. The TVC, in a light-hearted set-up, rekindles friendship between a mother-in-law and daughter-in-law and highlights how Cadbury Dairy Milk makes them uninhibited, bringing them closer to each other like never before.”

Neville Shah Neville Shah

Commenting on the campaign, Neville Shah, Group Creative Director, Ogilvy & Mather, said, “In a world today where connections are fleeting, virtual and superficial, the need for genuine bonding is high. Cadbury Dairy Milk has always celebrated relationships, and with this campaign, we wanted to celebrate and rekindle another very important connection of friendship.This TVC is all about encouraging people to free their joy more often by sharing a bar of  Dairy Milk more often. Cadbury Dairy Milk has always told simple, beautiful stories. And that’s exactly what this is.”

The ‘Badhti Dosti’ campaign is being supported by a new TVC and exciting digital engagements, targeting the brand’s core target audience. The creative agency for the ‘Badhti Dosti’ campaign is Ogilvy & Mather and digital agency is Digitas.

The TVC:


Credit List:

Agency: Ogilvy & Mather, Mumbai

Creative team: Neville Shah, Ashish Naik, Aarti Shrinivasan

Account management: Prakash Nair, Pradnya Hattangadi, Neha Shah, Navika Jain

Account Planning: Ganapathy Balagopalan, Jasmeeta Agarwal

Production house: Breathless Films

Director (film): Vinil Mathew

Producer: Swadha Kulkarni

Director of photography: Ravi Varman

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