Cadbury Dairy Milk plays the friendship card in new TVC

The TVC, ‘Nayi Dosti Ka Shubh Aarambh’, celebrates the beginning of new friendships. The creative agency behind the campaign is Ogilvy India

e4m by exchange4media Staff
Updated: Aug 17, 2012 8:05 PM
Cadbury Dairy Milk plays the friendship card in new TVC

Cadbury Dairy Milk celebrates the beginning of new friendships with its latest TVC, ‘Nayi Dosti Ka Shubh Aarambh’. The TVC showcases the first magical moments of a blossoming friendship between a young girl and boy on the sidelines of a wedding, an occasion that in itself connotes new relationships

The creative agency behind this campaign is Ogilvy India.

Speaking on the campaign Chandramouli Venkatesan, Director, Snacking and Strategy, Cadbury India said, “Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. The latest TVC celebrates and honours another very important aspect of relationships – the start of a new friendship.”

The latest commercial plays out at a traditional wedding ceremony. A teenage girl and boy exchange notes on how every family has a ‘dancing uncle or aunty’ and an ‘allergy aunty or uncle’. They quickly realise that the two families have much more in common and the girl excitedly asks, “Tumhaari family mein mere jaisa kaun hai?” The boy smiles and replies, “Main”.

A peice of Cadbury Dairy Milk is exchanged to celebrate their new found friendship and the TVC culminates with tagline stating, ‘Nayi Dosti Ka Shubh Aarambh. Kuch Meetha Ho Jaaye’.

The TVC will be supported by marketing campaign, including on-ground activations across 80 colleges, creative print placements, interesting radio capsules in leading radio stations across many cities and outdoor, to urge people to make new friends and celebrate special ‘friendship moments’, shared an official release.

To strengthen the brand’s digital presence, the TVC was released online on YouTube and Facebook. In the first six days, it garnered close to 573,000 hits on YouTube and 10,600 likes on Facebook.

Abijit Avasthi, National Creative Director, Ogilvy India said, “The campaign was perfectly timed to coincide with Friendship Day on August 5. This is an exciting, action-packed time for youngsters since colleges re-open at this time and they get to meet new people and start new meaningful friendships that last a lifetime.”

Speaking about the way Ogilvy has innovated in this TVC, Manoj Shetty, Group Creative Director, Ogilvy India said, “In India, ‘meetha’ is an integral and inseparable part of our ordinary lives. In some cases, we portray Cadbury Dairy Milk as ‘meetha’ while in others we try to showcase the sweet stories or conclusions that emerge out of conversations or actions. In the TVC, the marriage ceremony serves as the perfect backdrop for such sweetness to happen and for a new friendship to blossom. The setting is also one that all Indians can relate to. While developing the new TVC, we were quite sure that we wanted the campaign to connect with every person in India. To ensure the TVC speaks to people beyond just urban areas, we consciously opted for a universal setting.”

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