Top Story

e4m_logo.png

Home >> Marketing >> Article

Cadbury & ABP come together for 3rd edition of Cadbury Mishti Shera Shrishti

29-March-2014
Font Size   16
Share
Cadbury & ABP come together for 3rd edition of Cadbury Mishti Shera Shrishti

Cadbury Dairy Milk and Ananda Bazar Patrika have come together for the third edition of the Cadbury Mishti Shera Shrishti initiative.

Activated in February-March 2014, the initiative is all about paying tribute to West Bengal’s favourite sport – football. Though both mishti and football are very dear to the Bengali, yet the two are not usually coupled together on many occasions (except for ‘mishti mukh’ to mark celebrations after a victory). Keeping the natural misfit in mind, Cadbury and ABP have rendered the creative expression of the campaign as ‘Anashrishti’, with the tagline: ‘Football and mishit eki anashrishti’.

This year, Cadbury Mishti is travelling to more places outside Kolkata and Durgapur, to areas such as Bardhaman, Asansol, Krishnanagar and Berhampore. Participating sweetshop outlets have increased from 55 last year to 100 this year, which include iconic sweet makers such as Balaram Mullick, Ganguram, Felu Modak, Nalin Chandra Das and Hindusthan Sweets, to name a few.

The campaign celebrates the best of world football, remembering the eight World Cup winning countries – Argentina, Brazil, England, France, Germany, Italy, Spain and Uruguay. Each outlet has created eight special ‘Cadbury Mishtis’ celebrating each team, named as Argentine Magic, Brazilian Samba, English Freekick, Spanish Tiki-Taka, etc. Regional stars such as Parno Mitra, Tanusree, Rupam Islam and others were roped in as ‘Captains’ of each team who campaigned for their team.

The campaign is promoted extensively through print, outdoor, locality posters, outdoor innovations, on-ground promotions in malls, etc., roadshows and digital media with star campaigners.

The consumer were asked to ‘score’ for their favourite mishti by dialing on a toll free number and they received a call back on their respective numbers and were be greeted with a voice over asking consumers to vote for their favourite team short code, for example, Argentine Magic 1, for Brazilian Samba 2, etc., consumers can vote for their preferred code and score for their team.
 

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...