Top Story


Home >> Media - TV >> Article

Cadbury sweetens Eid celebrations with new ad by Contract

Font Size   16
Cadbury sweetens Eid celebrations with new ad by Contract

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.

Insert link :

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.” 

Tags Cadbury Celebrations Mondelez Contract Kapil Mishra Vineet Mahajan Prashant Peres

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular