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.