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Aliens too find new Cadbury Dairy Milk more chocolatey

The campaign, conceptualised by Ogilvy & Mather, promotes the new Cadbury Dairy Milk which has a taste that frees one’s joy

BestMediaInfo Bureau | Mumbai | November 18, 2016

Aliens-too-find-new-Cadbury-Dairy-Milk Click on the Image to watch the TVC.

It is very difficult to find people who do not like chocolate in this world, but now it may be difficult to find even extra-terrestrial creatures who do not take a fancy to the brown, sweet goodness.

Mondelez had announced the launch of the ‘even more chocolatey’ Cadbury Dairy Milk. And to support the launch of Cadbury’s new avatar it rolled out a new thematic TVC, which is based on the global ‘taste that frees the joy’ idea.

The TVC, conceptualised by Ogilvy & Mather, Mumbai, showcases the ‘delicious moment of joy’ of a group of aliens that taste the new avatar of Cadbury Dairy Milk, resulting in an interstellar party. The TVC highlights the joy of having tasted Cadbury Dairy Milk for the first time, emphasising that it ‘tastes more chocolatey’.

Prashant Peres Prashant Peres

“In a market like India, where Cadbury Dairy Milk is considered the definitive taste of chocolate, our new ‘more chocolatey’ Cadbury Dairy Milk aims to reaffirm the idea of ‘taste that frees the joy’. In the latest TVC, choosing the aliens as those who wouldn’t have ever tasted Cadbury Dairy Milk, was a great idea to showcase them getting immersed in the taste of Cadbury Dairy Milk and freeing their joy,” said Prashant Peres, Director, Marketing (Chocolates), Mondelez India.

Neville Shah Neville Shah

Commenting on the thought behind the campaign and the challenges faced while executing it, Neville Shah, Executive Creative Director, Ogilvy & Mather, said, “When the most loved brand of chocolate is announcing a change in taste, you have to be very careful. Everyone loves Cadbury Dairy Milk and its ads. So we had to make sure that we live up to that quality. This year, we did something different. Cadbury Dairy Milk is already the most loved chocolate on the planet. So let’s take it to the universe. And with the taste being even more chocolatey, we could take Cadbury Dairy Milk out of this world. Developing these characters was a challenge, because we had to ensure that they didn’t come off as creepy, since those are the only aliens we know. We had to make sure that they were adorable, but instinctively felt from another planet. In the end the track coupled with their energy and their sheer surprise of the taste of the chocolate makes this something we are all proud of.”

This made-in-India TVC will be simultaneously released in 15 countries; including Canada, South Africa, Egypt, Saudi Arabia, UAE, Pakistan, and in some countries in South East Asia.

The TVC:

[youtube]https://www.youtube.com/watch?v=AwUnYw7E2HQ[/youtube]

Credits:

Client: Cadbury Dairy Milk

Agency: Ogilvy & Mather, Mumbai, India

Executive Chairman and Creative Director, South Asia: Piyush Pandey

National Creative Director: Rajiv Rao

Executive Creative Director: Neville Shah

Senior Creative director: Ashish Naik

Creative Team: Anupama Kulkarkarni, Aarti Srinivasan, Avinash Chugh, Dhruv Bahal, Mahima Kukreja

Executive Vice-President and Cluster Head: Prakash Nair

Account Management: Neha Shah, Navika Jain, Vishaal Nair

Account Planning: Ganapathy Balagopalan, Jasmeeta Agarwal, Shriya Sengupta

Production House: Fingerprint Films

Director (film): James Kinnings

Producer: Madhukar Kotian, Vijay Carvalho

Animation: Prana Studios

Info@BestMediaInfo.com

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