Integrated marketing campaign celebrates the beginning of new friendships
Mumbai, July 19: Cadbury Dairy Milk, India’s favorite chocolate brand, celebrates the beginning of new friendships with its latest TVC, ‘nayi dosti ka shubh aarambh’. The TVC showcases the first magical moments of a blossoming friendship between a young girl and boy on the sidelines of a wedding, an occasion that in itself connotes new relationships. The traditional setting, combined with the contemporary twist results in an easily relatable and youthful TVC.
It is set to hit TV screens nationwide on July 21, 2012 and is expected to have a presence in over 70 television channels. To further strengthen the brand’s digital presence, the TVC was released online on YouTube and Facebook on July 13. The response in the first 6 days has been extremely encouraging with close to 573,000 hits on YouTube and 10,600 likes on Facebook.
Speaking on the campaign Chandramouli Venkatesan, Director, Snacking & Strategy, Cadbury India said, “Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. The latest TVC celebrates and honors another very important aspect of relationships-
Abijit Avasthi, National Creative Director, Ogilvy India adds, “The campaign is perfectly timed to coincide with Friendship Day on August 5. This is an exciting, action packed time for youngsters since colleges re-open at this time and they get to meet new people and start new meaningful friendships that last a lifetime.”
The TVC will be supported by a robust integrated marketing campaign, including on-ground activations in 80 colleges, creative print placements, interesting radio capsules in leading radio stations across many cities and outdoor, to urge people to make new friends and celebrate special “friendship moments”.
The new commercial plays out at a traditional wedding ceremony. A teenage girl and boy exchange notes on how every family has a “dancing uncle/aunty”
Link to Facebook Page – https://www.facebook.com/
Link to Cadbury Dairy Milk YouTube Channel- http://www.youtube.com/
ABOUT CADBURY INDIA
Cadbury India Ltd. is a part of the Kraft Foods Group. Cadbury India operates in five categories - chocolate confectionery, beverages, biscuits, gum and candy. In the chocolate confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Halls, Éclairs, Tang and Oreo.
ABOUT KRAFT FOODS
Kraft Foods Inc. (NASDAQ: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion. Twelve of the company's iconic brands – Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident – generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business and a high-margin North American grocery business. The transaction is expected to be completed before the end of 2012. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit kraftfoodscompany.com and facebook.com/