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#SayItWithSilk this Valentine’s Day

Conceptualised by Ogilvy & Mather, Mondelez India’s Cadbury Dairy Milk Silk’s new campaign wants consumers to indulge in the Silk ‘experience’

Archit Ambekar | Mumbai | February 4, 2016

SayItWithSilk Click on the image to watch the TVC.

Mondelez India, more popularly recognised as Cadbury, is one of the finest confectionary and chocolate brands in India. The brand has become synonymous with catchy and innovative campaigns. The latest Cadbury Dairy Milk Silk TVC is no different.

Launched to capture the Valentine’s Day spirit and to innovate in the space that they are in, for the first time ever one can personalise a ‘Silk’ for their loved ones. This limited edition pack will be available for about a month.

Prashant Peres Prashant Peres

In a media interaction yesterday, Prashant Peres, Director Marketing (Chocolates), Mondelez India, said, “It is a known that Silk is the best chocolate going around in the Mondelez world, in any country. Therefore, when the time comes to build a new campaign for Silk, what’s in our mind is what to tell consumers about the great product. It’s been around in the market for some time now and we aim to have more people trying it.”

Speaking about the ideation of the campaign, Peres said, “Silk provides a great ‘indulgence’ experience and our campaign idea is about how you just can’t resist Silk, no matter what.”

Sharing insights on the brief given to the agency, Peres said, “The brief given to the agency was very simple. Our belief is every time we eat the product, we wish that more and more people could taste the product because we really believe that this is the best chocolate around at the moment. Therefore, the brief was to have a communication to get more people to indulge in the experience of Silk.”

The campaign will take a 360-degree marketing approach. The brand has an aggressive digital plan while their outdoor campaign has begun in some areas. Like always, the brand will incorporate print in their strategy. Interestingly, the brand has tied up with to promote the campaign. Apart from personalising a Silk, the brand has ideas like running contests on social media and coming up with dubsmash contests as part of their digital strategy.

The ‘Say it with Silk’ campaign plans to cover 35 metros and tier II markets through all possible forms of media. The target audience falls in the age group of 18-35 years, but it is not restricted to this age group as chocolates can be consumed by all age groups. The campaign will run for four months.

Conceptualised by Ogilvy & Mather, the campaign comprises two TVCs. The first TVC highlights the #SayItWithSilk message where a boy and girl are trying to grab a Silk which is kept on a bench. The second TVC highlights the Cadbury Dairy Milk Silk brand, where a couple is doing a puppet show even as they indulge in the Silk experience and still manage to do the puppet show successfully.

Zenobia Pithawalla Zenobia Pithawalla

Zenobia Pithawalla, Executive Creative Director, Ogilvy & Mather, said, “The task was to show that when you want to have a Cadbury Dairy Milk Silk, you've got to have it. To bring this craving alive we used puppets. The film is about two young puppeteers who crave so much for the chocolate that they devour it while they are in the midst of a performance. Not caring that the fingers they are so gleefully licking are the very fingers the strings are suspended from! The puppet show going haywire says it all. You can't resist a Silk craving.”

According to Nielsen’s December 2015 data, the market share of Mondelez India’s Chocolate Category is 66.2% and their master brand, Cadbury Dairy Milk (CDM) which includes CDM Silk & other CDM brands have a 41.5% share.

The TVCs:




Creative Agency: Ogilvy & Mather, Mumbai

Creative Team: Zenobia Pithawalla, Mihir Chanchani, Vikram Shah

Account Management: Prakash Nair, Pradnya Hattangadi, Smita Padmanabhan, Shruti Paranjpe

Account Planning: Ganapathy Balagopalan, Jasmeeta Agarwal, Shriya Sengupta

Production House: Breathless Films

Director (Film): Vinil Mathew

Producer: Swadha Kulkarni

Director of Photography: Mithesh Mirchandani

Digital Agency: Grey

Media Agency: Carat

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