As part of its Shubh Aarambh campaign, Cadbury Dairy Milk Shots has launched a new TVC to introduce the Rs 10 pack of chocolate shots called ‘Shots with Friends’.
The TVC, created by Ogilvy India, hit screens across the nation on August 1, 2012 and has presence across 60 television channels.
Chandramouli Venkatesan, Director, Snacking and Strategy, Cadbury India said, “The bite size format of Cadbury Dairy Milk Shots allows it to be an easy alternative to ‘snacking’. The new TVC captures the essence of the product aptly – sharing among groups of friends, and further builds on the brand’s core message of celebrating small but significant occasions with Shots.”
Featuring filmmaker Anurag Kashyap, the opening of the TVC shows the director struggling to find the perfect actresses to cast in his upcoming film. As he sits in a café describing his dream cast on the phone, he realises they are much closer than he expected. The young group of girls on the neighbouring table is ecstatic, to say the least, when they hear the director describe someone whom he is on the lookout for is exactly like them. The closing voice over summarises the mood of the TVC, ‘Dosto ke saath kuch meetha ho jaye’.
The Bollywood connection and the audition theme lend a unique and fresh flavour to the TVC, making it easily identifiable and enjoyable, especially for the youth.
Shedding some light on the conceptualisation, Abhijit Avasthi, National Creative Director, Ogilvy India said, “The Shots proposition of ‘mann mein ladoo phoota’ has been a resounding hit with the youngsters. To talk about the ‘Shots with Friends’ pack we decided to build on the same with the slant being on a group of friends wishing for something fantastic instead of an individual. Also, we thought it would be sweet and charming to tell the story with a group of girls instead of making it male-centric. It’s turned out much funnier than we had imagined and Anurag Kashyap's cameo is the icing on the cake.”