Mondelez has launched a new TVC for Cadbury Dairy Milk, featuring veteran Bollywood actress Waheeda Rehman.
The TVC explores the tight family bond and the unabashed desire for #TheLastPiece of chocolate that everyone craves for. While everyone cites a reason to deserve this last piece, Rehman playing the grandmother casually claims the chocolate and quips at the family that she rightfully deserves it since she may not be around to eat too many in the future. At this the family stays silent for a bit and as Rehman smiles the family gets comfortable and laughs out loud.
The TVC created by Ogilvy & Mather, Mumbai finds humour and love in this family setting delivering the message of the Cadbury Dairy Milk Home Treats.
Speaking on the concept of the advertisement, Prashant Peres, Director- Marketing (Chocolates), Mondelez India said, “A generation of Indians have grown up to the taste of Cadbury Dairy Milk, which is why Cadbury is often synonymous to the word chocolate in India. Through this campaign, the intent is to build on the solid platform created during the ‘meetha journey’. Today’s busy consumers are looking for opportunities to connect as a family, this campaign seeks to position Cadbury Dairy Milk as a way to bring joy and banter around the dinner table. Chocolate consumption in India in the evening and post dinner is really under-indexed when compared to other markets- thereby presenting a big opportunity to grow the market.”
Speaking about his experience, Neville Shah, Group Creative Director, Ogilvy & Mather, said, “The challenge was really to bring Cadbury Dairy Milk inside the home and continue our legacy of ‘khaane ke baad kuch meetha ho jaaye’. Cadbury being a real and honest brand, the story needed to be just real as the real relationships and moments in our lives. The idea of how far one would go to get the last piece, seemed very interesting. Especially when that someone is as cute and as unexpected as a grandmother. Making this sweet grandmother win the last piece, with a cheeky excuse seemed instantly charming and real. And when Waheeda Rahman agreed to be that grandmother, we were certain that it would put a smile on everyone's face.”
Creative: Neville Shah Ashish Naik Siddhartha Menon
Account Management: Prakash Nair, Neha Shah, Aditya Dhull Navika Jain
Planning: Ganapathy Balagopalan, Jasmeeta Agarwal, Zaara Ahmad
Production House: Early Man Films
Director: Manoj Shetty
Exec Producer - Anand Menon
Producer - Amarjeet Phukan