MONDELEZ INDIA LAUNCHED ‘MORE’ CURVIER, SMOOTHER & SILKIER INDULGENCE WITH ITS NEW CADBURY DAIRY MILK SILK

by Shrutee K/DNS

MUMBAI – Mondelez India Foods Private Limited, a part of Mondelēz International (NASDAQ: MDLZ), a leading global snacking powerhouse, recently launched a new avatar of India’s favorite ‘premium’ chocolate brand – Cadbury Dairy Milk Silk. The all-new ‘more’ curvier, smoother and silkier Cadbury Dairy Milk Silk is an endeavor to deliver a more abundant and immersive eat experience for consumers. Cadbury Dairy Milk Silk’s brand renovation will be supported by an extensive Integrated Marketing Campaign, which involves high impact outdoor, digital activation, modern trade sampling, in-store visibility and a new thematic TVC. The premium offering by the brand has experienced strategic successful innovations over the years with India’s first ‘centre-filled’ Chocolate – Cadbury Dairy Milk Silk Caramello (2014), India’s first ‘aerated’ Chocolate – Cadbury Dairy Milk Silk Bubbly (2015), and the most recent success – Cadbury Dairy Milk Silk Oreo (2017); all directed at augmenting the consumer’s indulgence experience. 

Talking about the new Cadbury Dairy Milk Silk, Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, “We have grown to be the undisputed market leader in the chocolate category in India. Cadbury Dairy Milk Silk has witnessed a great success and has grown to be the biggest brand in the ‘premium’ chocolate segment ever since its launch in 2010; and the new renovation will help us capitalize further on the segment. The brand was launched as a superior offering under the legacy brand Cadbury Dairy Milk to cater to Indian consumers craving for smoother, creamier and finer chocolates available internationally. Over the years, Cadbury Dairy Milk Silk has seen innovations in line with our efforts to enhance the chocolate eating experience. The new product has been enriched in shape and experience to make it more appealing and to deliver smoothness and creaminess, while retaining the signature Cadbury Dairy Milk Silk taste. Premium chocolates are expected to continue seeing a good consumer uptake and will turn out to be the next horizon for the category growth in the years to come.”

Two romantic protagonists on screen indulging in the new Cadbury Dairy Milk Silk while the melodious ballad is sung in the background, is the new TVC conceptualized by Ogilvy & Mather, featuring how Cadbury Dairy Milk Silk “Feels like a lot more”. The characters popping out while eating the chocolate, growing choir chords and visually appealing acts depict how the indulgence grows with every bite through the imaginings of the central characters. Zenobia Pithawalla, Executive Creative Director, Ogilvy & Mather said, "The New Cadbury Dairy Milk Silk is a curvier version of the original bar. The curvier shape results in more chocolatey feeling in the mouth. We brought alive the product story 'feels like a lot more' through the imagination of our protagonists. As both bite into the chocolate they feel like they are being serenaded by a whole lot of people. Reiterating that the feeling of 'more' is also more enjoyable."

Agency credentials:

Agency: Ogilvy & Mather, Mumbai

Creative team: Zenobia Pithawalla, Mihir Chanchani

Account management: Prakash Nair, Smita Padmanabhan, Shruti Paranjpe

Production house: Breathless Films

Director (film): Vinil Mathew

Producer:  Swadha Kulkarni

Director of photography (DOP): Mark Bliss

Watch the TVC here – https://www.youtube.com/watch?v=EYjj3VDGmYs

About Mondelēz International

Mondelēz International, Inc. (NASDAQ:MDLZ) is building the best snacking company in the world, with 2016 net revenues of approximately $26 billion. Creating more moments of joy in approximately 165 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, featuring global Power Brands such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum. Mondelēz International is a proud member of the Standard and Poor's 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com 

About Mondelez India Foods Private Ltd.

Mondelez India Foods Private Limited (formerly Cadbury India Ltd.) is a part of Mondelēz International, a world leader in biscuits, chocolate, gum, candy and powdered beverages. The company in India operates in four categories – chocolate, beverages, biscuits and candy and is chocolate category leader. Cadbury Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Fuse, Cadbury Gems are some of the company’s chocolate brands in India. The company’s beverage portfolio consists of Bournvita and Tang. Cadbury Oreo & Bournvita Biscuit is a part of its biscuit portfolio and Halls and Choclairs Gold make up its candy portfolio. Headquartered in Mumbai, Mondelez India Foods Private Limited has sales offices in New Delhi, Mumbai, Kolkata and Chennai and manufacturing facilities at Maharashtra, Madhya Pradesh, Himachal Pradesh and Andhra Pradesh.