Conceptualised by Ogilvy & Mather, this is the first TVC for the newly launched chocolate variety that literally explodes in your mouth
BestMediaInfo Bureau | Mumbai | September 14, 2016
Ogilvy & Mather has conceptualised the campaign âParty in the mouthâ for the recently launched Mondelez Indiaâs Cadbury Dairy Milk Marvellous Creations. The advertisement tries to convey how Cadbury Dairy Milk Marvellous Creations is different with quirky looking blocks and curiously shaped pieces of varying sizes put together in an indulgent bar of milk chocolate that literally explodes in your mouth with every bite.
Dairy Milk Marvellous Creations will be available in two flavours, Jelly Popping Candy and Cookie Nut Crunch, and will be manufactured at the companyâs new manufacturing facility in Sri City, Andhra Pradesh.
Prashant Peres, Director, Marketing (Chocolates), Mondelez India, said, âAfter the successful launch of Indiaâs first âcentre-filledâ chocolate -- Cadbury Dairy Milk Silk Caramello -- and Indiaâs first âaeratedâ chocolate â Cadbury Dairy Milk Silk Bubbly -- we have now introduced Cadbury Dairy Milk Marvellous Creations in India. Cadbury Dairy Milk is a brand that has transcended into everyday Indian life and that consumers love and trust. Cadbury Dairy Milk Marvellous Creations reflect Indiaâs celebratory spirit and through this new TVC our objective is to bring fun and excitement into the way Indians enjoy their favourite chocolate.â
Neville Shah, Executive Creative Director, Ogilvy & Mather, said, âCadbury Dairy Milk Marvellous Creations is truly the best chocolate I've had. In fact, this brief wasn't that difficult to crack, simply because the chocolate does exactly what the commercial shows. When you taste it for the first time, it truly ambushes you with the ingredients. It's a party in your mouth. And that's exactly what we have turned into the ad.â
The launch of Cadbury Dairy Milk Marvellous Creations will be supported by a 360-degree communication campaign that includes a new TVC as well as outdoor and digital campaigns targeting the brands core target audience â âFramiliesâ (friends + families). On ground activations and a Cadbury Dairy Milk Marvellous Creations bus are part of the campaign to leave its consumers pleasantly surprised.
Priced at Rs 39 and Rs 80, Cadbury Dairy Milk Marvellous Creations is all set to give chocolate lovers an unforgettable experience, leaving them wanting for more.
The TVC starts with a man sitting at a bus stop on a regular day, waiting for his bus to arrive. As soon as he breaks a piece of Cadbury Dairy Milk Marvellous Creations, inanimate objects lying around at the bus stop come to life, transforming this dull setting into a joyful extravaganza metaphorically. The protagonist then finds himself at his home sharing a piece of this marvel with his wife and daughter and boom, inanimate objects come to life again and the party begins.
Agency:Â Ogilvy & Mather, Mumbai
Executive Creative Director: Neville Shah
Senior Creative director: Ashish Naik
Creative team: Yogesh Pradhan, Minal Phatak, Pramod Chavan, Rahil Shah
Account management: Prakash Nair, Neha Shah, Navika Jain, Vishaal Nair
Account Planning: Ganapathy Balagopalan, Jasmeeta Agarwal, Shriya Sengupta
Production house: Joshua Tree Films
Director (film): Henrik Sundgren
Producer: Joshua Upputuru, Aditi Pakala
Director of photography: Linus Eklund