Top Story


Home >> Advertising >> Article

Band baaja baraat for Cadbury Mishti

Font Size   16
Band baaja baraat for Cadbury Mishti

‘Mishti’, the very word itself makes people salivate. Every Bengali takes pride from their rich ‘sweet heritage’. Yet like so many other ‘Bengali prides’, ‘mishti’ is also losing out some of its charisma and charm compared to its hey days in the past.

Time has come to rejuvenate and re-instate ‘mishti’ to its former glory, and ABP Group is committed to promote, propagate and encourage all that is dear to the ‘Bengali’ and its readers, said an official release.

Jointly with Cadbury India, ABP Group has created a unique programme ‘Cadbury Mishti Shera Shrishti’ in association with Anandabazar Patrika and The Telegraph.

Compared to last year, this year the campaign is bigger in every sense of the word. The number of chains has increased from nine (shops with outlets) to 20 mishti chains from all around the city to even Durgapur.

The idea
The creative idea will change from ‘voting’ in the first year to ‘marriage’ between Cadbury and ‘mishti’.  January 16, the first day of this year’s marriage season in Bengal, will witness the most unique wedding of very own native ‘mishti’ with Cadbury. This time, the campaign will be around inviting the people of the city to the ‘marriage’ and shower their blessings on the couple by dialing a missed call (response mechanism, equivalent to voting in the first year).

Twenty mishti chains, 60 outlets will be decked up in marriage décor and people will be invited to come and taste Cadbury ‘mishtis’ in these outlets and dial the shop’s code and give their blessings to Cadbury and ‘mishti’.

During the one month activity at these ‘mishti’ shops, there will be ‘mishti’ eating competitions and other activities. Post it, ‘mishti’ camps will be organised for consumers, where consumers create their own Cadbury ‘mishti’, followed by a big ‘mishti’ fair on Bengali New Year.

In this phase, there will be ambient of ‘mandaps’ across the city. AVs of celebs will run across media. A music video, wedding song, composed by Jeet Ganguly will be played across all prominent TV channels such as ABP Ananda, Star Jalsa, Star Movies, etc.

Last year’s the campaign had registered over 10 million votes, bringing 3 Golds and a Silver at EMVIES and 2 Silvers at EFFIES.

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.