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Mondelez adds Eid to list of festivities for Cadbury Celebrations
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Saturday, 01 June, 2019, 14 : 00 PM [IST]
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Our Bureau, Mumbai
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Adding one more heart-warming occasion to its portfolio of celebrations, Cadbury Celebrations is now expanding its footprint to new festivities, starting with Eid. This is part of another effort to carve out space in a festival where sharing and gifting sweets holds significant emotional value.
Since its launch, Cadbury Celebrations has played an integral part in Indian festivities as a gifting option. Whether it is weaving mithas to the beautiful bond of siblings during Raksha Bandhan, or adding a gleam of happiness during the festival of light, Diwali, Cadbury Celebrations is deeply ingrained in the Indian culture.
Anil Viswanathan, director, marketing, chocolates, Mondelez India, said, “Cadbury Celebrations is one of the most loved brands for festival gifting in our country. The brand brings to life the joy of gifting by bringing people together and strengthening relationships.”
“This year, in a novel and fresh endeavour, we are activating the brand during Eid. It is a festival where chocolate gifting has been traditionally low, and our Eid commercial actually pivots on this very fact,” he added.
“With a heart-warming set-up that involves a couple unfamiliar with Eid customs invited to an Eid celebration, the film highlights how a pack of Cadbury Celebrations brings people closer to each other,” Viswanathan said.
“Building on our proposition of Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye, the film also reminds us that while different festivals have their own unique customs, their warmth and spirit of goodness is universal in nature,” he added.
Conceptualised by Ogilvy, this campaign is driven through a digital film centred on the theme Alag kahan hai. Meetha toh meetha hota hai.
The film depicts a couple visiting their friend’s house to greet them for Eid. They are unsure about their gift, since they are unfamiliar with the customs, but are redeemed by the host who not just accepts the gift, but makes it a part of the festival too.
“We had to put our trepidation in the idea itself. The uncertainty of whether this is the right gift or not was at the heart of the tension of this film. A couple who is unsure about their gift till they are redeemed by the host who not just accepts the gift, but makes it part of the festival too,” said Neville Shah, executive creative director, Ogilvy West.
Apart from the digital film, Mondelez India plans to take up various OOH and other digital interventions to drive home the point that Cadbury Celebrations is just as good an option in gifting during Eid. The campaign will be activated across Jammu and Kashmir, Uttar Pradesh, Bihar, West Bengal, the North-East, Mumbai and Hyderabad.
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