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Cadbury Dairy Milk Silk Bubbly to have TVC, outdoor, digital campaigns
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Friday, 24 July, 2015, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d Cadbury Dairy Milk Silk Bubbly, which has been launched in the country recently, will be supported by a 360-degree communication campaign that includes a new TVC (television commercial), as well as outdoor & digital campaigns targeting the brand’s core target audience i.e. youth.
According to a press note issued by the company, in India, since its inception, the Silk brand has been encapsulating an enormous breath of emotions, from shared good feelings of love & joy to feeling of indulgence. In line with ‘Say it with Silk’ campaign, the latest TVC highlights the good feelings of love with the pleasure of the new brand.
The storyline of the TVC has kept the lyrics of Kiss me, close your eyes maintaining the theme of Silk and sees a playful couple enjoying the chocolate post a silent tiff.
Prashant Peres, director, marketing (chocolates), Mondelez India, said, “We are really excited
to launch India’s first aerated chocolate – Bubbly, as part of the Silk portfolio. What’s special about Silk Bubbly is its unique product format with Bubbles on the outside and Bubbles on the inside, which melt in your mouth to give you a light yet indulgent Silk experience. As category leaders we see a market making opportunity with Bubbly, which has been a huge success for Cadbury Dairy Milk in many other countries and from research we know that Indian consumers will love it as well.”
“The next few years will be exciting for us especially with India's chocolate market poised to be one of the fastest in the world. We see this as a huge opportunity to expand our chocolate footprint within the country.”
Zenobia Pithawalla, executive creative director, Ogilvy & Mather, said, “Cadbury Dairy Milk Silk came up with its all new variant, Bubbly. We needed to create communication around the unique form of the chocolate, which as the name suggests is 'bubbled up.' Staying true to the Cadbury Dairy Milk Silk communication we created this little moment where a regular Cadbury Dairy Milk Silk bar transforms into a Cadbury Dairy Milk Silk Bubbly.”
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