Cadbury & ABP come together, yet again, to make moments even sweeter

For the last 12 years, Cadbury has rolled out activations in Bengal. In the thirteenth year, Cadbury has announced its exciting new campaign.

The brand has collaborated with actor Prosenjit Chatterjee to reinvigorate Bengal’s love for mishti in a way that’s unique and filled with sweetness to its core.

Conceptualised by ABP One - the brand solutions division of ABP, the campaign is rooted in the very essence of Bengal’s mishti eating culture and tradition that is intertwined with daily life and transcends the connotation of being a mere culinary delight.

The campaign ropes in Prosenjit Chatterjee who acknowledges that the taste of sweet moments and memories not just linger in our mouth but touch our heart as well. Chatterjee shares a truly special moment - his son’s homecoming. He explains how every moment turns out to be sweet with his son around. Preparing for a sweet welcome with Cadbury Sondesh, he is seen excited.

Prosenjit Chatterjee shares: “Cadbury Mishti Shera Shristhi has surprised Bengal with its innovative adaptations of traditional Bengali mishti for over 12 years now. Being a huge fan of Cadbury mishti, I am super excited to be associated with the campaign this year, and cannot wait to try out the amazing creations. Shooting for the film ‘Muhurtora Hok Aaro Mishti’ was fun. Depicting a sweet moment with my son, the film has all my heart! Do watch and melt your hearts with the taste of varied Cadbury mishtis.”

Vikram Karwal, Senior Director Marketing Chocolates, Mondelez International, shares, “Muhurtora Hok Aaro Mishti campaign ropes in Prosenjit Chatterjee as a parent and showcases a page from his life that reflects the innate emotions of a father on son’s homecoming. From reminiscing nostalgic memories to arranging his favorites - Cadbury & mishti, the film hits on sweeter notes aptly. We hope the campaign will resonate well with our audience and nudge them to try innovative Cadbury mishti creations and make their moments sweeter.”

Speaking about the campaign, Oommen Thomas, National Head - ABP, shares, “The past years have brought us phenomenal success. And we have always worked towards ensuring a fresh approach, year on year. Cadbury Dairy Milk as a brand has always believed in offering experiences that indulge in joy & smiles. We built upon the brand’s core messaging of Kuch Achha Ho Jaye, Kuch Meetha Hojaye, and presented the sweeter side of emotions that’s best savoured with mishti (meetha).”