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Cadbury’s new campaign ‘Say It With Silk’ piggybacks on the season of love

Cadbury’s new campaign ‘Say It With Silk’ piggybacks on the season of love

Author | exchange4media News Service | Monday, Feb 15,2016 8:19 AM

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Cadbury’s new campaign ‘Say It With Silk’ piggybacks on the season of love

Cadbury Dairy Milk is known for unleashing compelling ad campaigns especially during festive seasons. Tagging along with festivities seems like a strategy for their products and ad campaigns. This time around they piggyback on the season of love.

The new TVC for Dairy Milk Silk is about two young puppeteers who crave ever so passionately for the chocolate that they devour while they are in the midst of a performance just to get their hands on the silk. The puppet wires eventually entangle and the puppets go haywire. All this enfolds as the two puppeteers share a light hearted romance with their eyes all starry for each other and the craving for the chocolate eventually flows out not only from their lips but their eyes too.

Expert speak:

Zenobia Pithawalla, Executive Creative Director, Ogilvy and Mather said “The task was to show - when you want to have a Cadbury Dairy Milk Silk, you've got to have it. The puppet show going haywire says it all. You can't resist a Silk craving.”

The previous ads were drawn on similar lines where sharing was the main context, like this ad where two commuters stuck in traffic share a light moment with a silk https://www.youtube.com/watch?v=sryPvL8019w

Or this ad where a boy and a girl share a silk and indulge in its taste https://www.youtube.com/watch?v=bDpeJEgj_Rg

Almost every ad for the product brings a feeling of sharing and so does the new TVC just with a new concept.

 The ‘Say It With Silk’ campaign was launched last year, the campaign this year being bigger, better and more engaging, the brand has introduced a 360-degree integrated campaign. A special TVC, digital & outdoor activations, exciting on-ground & in-store activation and POB visibility are in the offering to the customers. Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, "Cadbury Dairy Milk Silk is one of our most successful chocolate innovations and has played a lead in the premium segment. In the new thematic TVC, the brand goes a step further and showcases the Silk lovers’ experience.”

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