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The Cadbury Silk V-Day experience

Grey Digital conceptualises a digital campaign for Mondelez to help Silk lovers celebrate Valentine’s Day on the digital platform

The Cadbury Silk V-Day experience

Grey Digital conceptualises a digital campaign for Mondelez to help Silk lovers celebrate Valentine’s Day on the digital platform

BestMediaInfo Bureau | Mumbai | February 17, 2016

The-Cadbury-Silk-V-Day Click on the image to watch the TVC.

This Valentine’s Day, Grey Digital rolled out a social media campaign for Mondelez’ Cadbury Silk. The campaign urged fans to make Valentine’s Day a memorable one. Mondelez has always done something different during this season. Last year, thousands of fans created personalised content as part of a campaign conceptualised by Grey Digital.

With a new concept this year, the insight was to help people shy of expressing love. But Silk helps provide that little nudge. The brief was to equip fans with tools that would help them ‘Say it with Silk’ and share their love stories.

In response, Grey Digital conceptualised a digital piece resting on four pillars: Silk Emoticons – A language of Love; Personalised Video Creation; The Bollywood with Silk Video; and Fairy Tale.

Since this generation loves communicating through emoticons, an entire range of animated Silk emoticons was created with clever product integration and these stickers were available on Truly Madly, the dating app, and Nimbuzz, the chat messenger. Personalised video creation since the ultimate Valentine’s gift is always a personalised one. The feature was also made available on a microsite,

Nothing symbolises love better than Bollywood’s favourite scene: a couple at a train station. Therefore, Grey Digital reimagined this with Silk, featuring a chocolate boy hero, a cute heroine and loads of chocolate. And lastly, the fairy tale experience, where fans on social media were asked to share their love stories with the brand. Some of the best ones would be printed in a hardbound book, complete with a personalised fairy tale cover and a bar of Silk.

While each pillar has a meaning, the digital campaign shows an animated Silk train scenario, where a girl is missing a train and the boy helps her get into the train. They both enjoy the Silk after she enters the train. The idea behind the campaign was ‘What’s your Silk story?’ It urges consumers to tell their Silk story.

Leroy Alvares Leroy Alvares

Talking about the campaign, Leroy Alvares, President, Digital Services, Grey Digital, said, “Research has shown that consumers often gift each other a bar of Silk on Valentine’s Day. So this was the perfect opportunity for a brand intervention. An opportunity to give these fans the tools that would help them script their own love stories! Every digital piece was crafted like how a consumer would craft a personalised gift.”

The TVC:



Agency: Grey Digital

Client Servicing: Leroy Alvares, Samay Lund

Creative team: Salil Inamdar, Ishan Mehta, Janhavi Kumar, Rahul Patil, Umesh Birhade, Raju Vasam

Social Media: Ruchi Vora

Video team: Sharad Shinde, Jignya Shedge

Production: Prashant Raje, Rahul Ghanate

Technology: Ramesh Pai, Rohan Gaitonde, Nitin Rajshirke, Shailesh Junghare

Public Relations and Corporate Communications: Sonal Sheth

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