'Free the Joy' with Cadbury Dairy Milk

The new TVC by O&M captures the brand's latest proposition of listening to what your heart tells you to do and living in the moment; it only takes a nudge to unlock joy

e4m by exchange4media Staff
Published: Jul 2, 2014 8:25 AM  | 2 min read
'Free the Joy' with Cadbury Dairy Milk

Mondelez International has launched a new TVC for Cadbury Dairy Milk.

The 60-second creative ad film conceptualized and executed by O&M features two young adults living in the moment and enjoying the small pleasures of life. The innocent and joyful act of playing in the snow and getting lost in the moment is symbolic of the brand’s philosophy that it is the simple pleasures in life that make us a truly warm, connected and joyful society. Yet in today’s day and age, in the move towards success and economic progress it is exactly these things that we tend to miss out on. Through this light hearted, visually stunning and evocative film, Cadbury Dairy Milk wants to unlock moments of irrepressible joy, since they fundamentally believe that it only takes a small nudge to unlock joy.

Over the years Cadbury Dairy Milk has launched some iconic TVCs, with the most recent ones being on the theme of ‘Shubh Aarambh’.  While in the past each of these TVCs was occasion related, the brand’s latest proposition of ‘Free the Joy’ is all about listening to what your heart tells you to do and living in the moment. The larger objective of the brand is to ‘casualize’ chocolate consumption and let consumers know that they don’t need to wait for a special occasion to enjoy a special treat.

While Piyush Pandey’s team led the creative execution of the TVC, Amit Trivedi composed the music. Both the lyrics and music play an extremely important role in promoting the brand’s new message of living and spreading joy. To ensure that the impact of the powerful lyrics does not get lost in translation, special care was taken to translate the lyrics into the four southern languages and Bengali. After all, the line from the song, ‘Dil Jo Keh Raha Hai Suna’ does beautifully capture Cadbury Dairy Milk’s latest brand proposition.    
You can watch the ad here:

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