‘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 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.