Cadbury Celebrations Eid ad captures the festive spirit while staying true to the brand
Neville Shah, Executive Creative Director, Ogilvy West, tells us more about the production and execution of the ad campaign
This Eid-ul-Fitr 2019, Ogilvy, along with Mondelez International's Cadbury Celebrations launched the ‘Iss Eid, Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye' campaign.
Cadbury Celebrations has always kept festivals at the crore, highlighting the brand as one of the best-suited gifting options. This year, Ogilvy decided to embark on a new journey and be part of the festival of Eid. But striking the right cord was hard to decipher.
"We had to put our trepidation in the idea itself. The uncertainty of whether this is the right gift or not was at the heart of the tension of this film. A couple who is unsure about their gift. Until they are redeemed by the host who not just accepts the gift, but makes it part of the festival", says Neville Shah, Executive Creative Director, Ogilvy West.
The digital film features a stellar cast, including Rajit Kapoor, Lubina Salim, Asif Basra, and Leena Balodi.
Neville Shah, Executive Creative Director, Ogilvy West, spoke to us about the production and execution of the ad campaign.
The Insight and Brief of the campaign
Cadbury Celebrations has been an integral part of festivals in India. While different festivals may have their own unique customs, the warmth and spirit of goodness during festivals is universal. Cadbury Celebrations brings to life the joy of gifting during festivals.
This year, we tapped into the occasion of Eid. Eid is one festival that has largely remained traditional in its customs, more so people are unsure about gifting anything other than what is considered traditional. This apprehension exists within those unfamiliar with the festival and sometimes also extends to the community.
It was a challenge because we had to put our trepidation in the idea itself. The uncertainty of whether this is the right gift or not was at the heart of the tension of this film. A couple who is unsure about their gift. Until they are redeemed by the host who not just accepts the gift, but makes it part of the festival. It’s still a simple Cadbury story.
Integration of the ad campaign
Yes, Outdoor at strategic locations and various digital interventions are planned to drive home the message that Cadbury Celebrations is a gift that will not only complement but will also help enhance Eid festivities.
Does this ad campaign increase the brand value of Cadbury?
Cadbury has always been about charming stories where the product is at the heart of the story. This story captures the festive spirit of Eid while staying true to the proposition of 'Kuch Achha Ho Jaaye'. Expanding footprints into newer festive occasions will help build newer consumption occasions.
Challenges while producing the ad campaign
Eid is a festival where food and sweet is shared and gifted. The challenge was to carve out space for another sweet (chocolate) that is essentially not present. How? By making the uncertainty of whether Cadbury Celebrations is the right gift, the heart of the idea. And the answer is a wholehearted acceptance with, 'Alag kahan hai. Meetha toh meetha hota hai'.
The message you wanted to send across to the consumer...
That Cadbury Celebrations belongs to all festivals.
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