Mondelez India, the makers and bakers of snacking brands Cadbury Dairy Milk, Cadbury Bournvita, Oreo etc., released a new TVC for its finger-format chocolate brand Cadbury Dairy Milk Crispello. The TVC ‘Crispello Breaking Barabar Sharing’ emphasises that the four chocolatey crunchy fingers are best enjoyed when shared with four friends.
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Anil Viswanathan, Director, Marketing (Chocolates), Mondelez India, said, “Cadbury Dairy Milk Crispello is our young ‘made in India’ innovation in the crispy-eat segment that banks on the strong equity of Cadbury Dairy Milk. We aim to predominantly cater to the Gen-Z consumer base who are a key consumer cohort for the brand as they showcase a potential desire to explore multi-textured and newer eat experiences to relish chocolate in different avatars. With the new proposition of ‘Crispello Breaking Barabar Sharing’, we want to connect with our consumers through slice of fun moments that they enjoy with their friends, serving as a reminder to share the Cadbury Dairy Milk Crispello fingers equally. The idea of sharing that the brand reinforces, bolsters our values of togetherness and collective joy.”
Conceptualised by Mondelez India and Ogilvy India, the new TVC witnesses a gang of five friends sitting in the car, going on a road trip when one of them unwraps the scrumptious Cadbury Dairy Milk Crispello that catches everyone’s attention, except the one friend who has fallen asleep. To ensure ‘Barabar Sharing’, the rest of the friends pull up a prank and start making the ‘psss’ sound to get rid of the extra member. The sound urges the sleepyhead to jump out of the car in a hurry to relieve himself and that’s when the others break the Crispello into four equal parts enjoying the delicious taste of chocolate with a crunchy experience. Through this youthful and playful campaign, the brand celebrates the spirit of sharing by encouraging the youth to enjoy the lip-smacking chocolate while crunching with their bunch.
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “When a Cadbury Dairy Milk Crispello is opened, it needs to be shared equally. And one can go to any lengths to do so. This fun quirky spin on 'sharing' sets the tone for Crispello. It speaks to the youth in a language they understand best – humour.”
About Mondelez India Foods Private Ltd., part of Mondelēz International, operates in the chocolate, beverages, biscuits and candy categories in India with brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Fuse, Cadbury Gems, Cadbury Bournvita, Cadbury Spready, Tang, Cadbury Oreo, Bournvita Biscuits, Halls and Cadbury Choclairs Gold etc.
Creative Agency: Ogilvy, India
CCO: Sukesh Nayak, Harshad Rajadhyaksh, Kainaz Karmakar
Creative team: Sukesh Nayak, Neville Shah, Hemant Sharma, Sagar Jadhav, Brinda Singala, Aakash Dalwadi
Account Management: Prakash Nair, Antara Suri, Neha Shah, Manseerat Sethi, Princia D’Souza
Planning team: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi, Anushka Mukherjee
Production Company: Bang Bang, India's International Production Company
Director: Ryan Mendonca
DOP: Siddharth Diwan
Produced by: Roopak Saluja and Kareena Dalal
Producer: Zuleikha Gupta
Media Agency: Wavemaker India