Cadbury Dairy Milk Silk Inspires Indulgence With a New Thematic TVC

Cadbury Dairy Milk Silk Inspires Indulgence With a New Thematic TVC

MUMBAI, February 9, 2016 /PRNewswire/ --



Cadbury Dairy Milk Silk, India's favorite premium chocolate brand, recently launched a
new thematic TVC, encapsulating the brand's signature romantic nostalgia - "Kiss
me...close your eyes". The film showcases two young puppeteers craving so much for Cadbury
Dairy Milk Silk, that they indulge while in the midst of a performance, thus highlighting
yet another unique 'irresistible Silk' story, continuing to build on the excitement and
'finger licking' awesomeness of Cadbury Dairy Milk Silk.



The launch of the new thematic TVC comes in at the time when the brand is going all
out to amplify joy on Valentine's Day, with the 'Say It With Silk' campaign. Taking
cognizance of how well Cadbury Dairy Milk Silk's features resonates with special occasions,
the brand had launched the 'Say It With Silk' campaign last year. This Valentine's Day,
the campaign being bigger, better and more engaging, the brand has introduced a 360-degree
integrated campaign, that includes a special TVC, digital and outdoor activations,
exciting on-ground and in-store activation and POB visibility.



Prashant Peres, Director - Marketing (Chocolates), Mondelez India said, "Cadbury Dairy
Milk Silk is one of our most successful chocolate innovations and has played a lead in the
premium segment. We believe Cadbury Dairy Milk Silk offers consumers a great 'indulgent'
eat experience and thus our campaign is around how it is impossible to resist a Silk.
While the product promise of softer, smoother and silkier chocolate is well entrenched
with the consumers, in the new thematic TVC, the brand goes a step further and showcases
the Silk lovers' experience with a bar of Cadbury Dairy Milk Silk, in a cute and
light-hearted set-up."



Zenobia Pithawalla, Executive Creative Director, Ogilvy and Mather, said, "The task
was to show - when you want to have a Cadbury Dairy Milk Silk, you've got to have it. To
bring this craving alive we used puppets. The film is about two young puppeteers who crave
so much for the chocolate, that they devour it while they are in the midst of a
performance. The puppet show going haywire says it all. You can't resist a Silk craving."



'Personalization' is one of the key highlights of the 'Say It With Silk' campaign. Be
it the innovative Limited Edition Packs or the series of digital activations and
engagements, Cadbury Dairy Milk Silk is going all out to encourage consumers to 'Say it
with Silk' and indulge in the experience. Some of these include short Silk videos,
personalized greeting videos, personalized play lists in association with a music portal,
digital and social media contests, Dubsmash contests, personalized fairy tale romance
books and presence on popular event/ticketing sites as sponsors, relaying the brand
messaging.



For Valentine's Day TVC, please click: https://www.youtube.com/watch?v=g8h9UnoAE
[https://www.youtube.com/watch?v=g8h9UnoA_AE ]



For Puppets (New Thematic) TVC, please click:
https://www.youtube.com/watch?v=sJg5D061Ars



Agency Credentials:



Creative team: Zenobia Pithawalla - Executive Creative Director, Mihir Chanchani -
Group Creative Director, Vikram Shah - Copy Supervisor



Servicing: Prakash Nair - Senior Vice President, Pradnya Hattangadi - Client Services
Director, Smita Padmanabhan - Management Supervisor, Shruti Paranjpe - Senior Account
Executive



Planning: Ganapathy Balagopalan - Senior Vice President - Planning, Jasmeeta Agarwal -
Senior Planning Director, Shriya Sengupta - Planning Director



Production: Production house: Breathless Films, Director (film): Vinil Mathew,
Producer: Swadha Kulkarni, Director of photography: Mithesh Mirchandani



About Mondelez International



Mondel z International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with pro
forma 2014 revenue of more than $30 billion. Creating delicious moments of joy in 165
countries,



Mondel z International is a world leader in biscuits, chocolate, gum, candy and
powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits;
Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum and Tang powdered beverages.
Mondel z International is a proud member of the Standard and Poor's 500, NASDAQ 100 and
Dow Jones Sustainability Index. Visit http://www.mondelezinternational.com or follow
us on Twitter



at http://www.twitter.com/MDLZ. [http://www.twitter.com/MDLZ ]



About Mondelez India Foods Private Limited



Mondelez India Foods Private Limited (formerly Cadbury India Ltd.) is a part of
Mondel z International and is in the business of creating delicious moments of joy. It
operates in four categories - chocolate, beverages, biscuits and gums & candy and has been
a chocolate category leader since its inception in India for over six decades. Cadbury
Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Celebrations, Cadbury Bournville, Cadbury 5
Star, Cadbury Perk, Cadbury Gems, Cadbury Glow are some of the brands available in India
under the chocolate category. The beverage portfolio consists of Bournvita and Tang. Oreo
is a part of its biscuit portfolio, while Gums & Candies consists of Halls and Choclairs
Gold. For more information, please visit http://www.mondelezindiafoods.com.
[http://www.mondelezindiafoods.com ]





For further information please contact:


Simone Pious
simone.pious@mslgroup.com
+91-9930354205
MSLGROUP


Aashal Mehta
aashal.mehta@mslgroup.com
+91-9833525715
MSLGROUP






Mondelez India


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