Cadbury sweetens Eid celebrations with new ad by Contract
Conceptualised by Contract for Mondelez, the ad film plays with the traditional saying of ‘Pehle Aap (You First)’ against the temptation of chocolates
Cadbury Celebrations, the chocolate gifting brand in the Mondelez portfolio is known to release festival timed advertisements that are emotional and celebratory. This year, for Eid, communications agency Contract has conceptualised a TV and cinema film for the chocolate makers that brings out a sense of playfulness to the celebrations as well.
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The creative, directed by Kapil Mishra, ECD Contract Mumbai and Vineet Mahajan, National Art Head Contract, is set in a living room filled with revellers wishing each other on Eid. One man opens a box of Cadbury Celebrations Rich Dry Fruit Collection and starts offering it around. In keeping with the Urdu-Hindi ‘Pehle aap’ (You first) tradition, the box makes the rounds without anyone taking the first piece, until finally an elderly man walks up and takes a piece of chocolate saying, “Pehle aap nahi, pehle baap” (Not you first, father first), which is followed by a light moment amongst those around.
Talking about the project, Kapil Mishra said, “The whole film rests on a conflict between the deep rooted tehzeeb of "Pehle Aap" and a strong temptation to eat chocolates. This leads to the drama around a pack of Celebrations."
Contract has partnered Mondelez to launch the Eid campaign through TV and cinemas across India.
Prashant Peres, Director, Marketing Chocolate, Mondelez India, added, “Cadbury Celebrations decided to make the Eid hugs tighter and fuel festive togetherness and celebrations.”
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