Ogilvy creates new 'Shubh Aarambh' ad for Cadbury Dairy Milk

MUMBAI: Cadbury Dairy Milk has launched a new television commercial ‘nayi dosti ka shubh aarambh‘ created by Ogilvy India.

The new TVC celebrates the beginning of new friendships. It will be supported by an integrated marketing campaign, including on-ground activations in 80 colleges, print ads, radio ads across many cities and outdoor, to urge people to make new friends and celebrate special "friendship moments".

Cadbury India director- snacking and strategy Chandramouli Venkatesan said, "Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. The latest TVC celebrates and honors another very important aspect of relationships- the start of a new friendship."

Ogilvy India national creative director Abijit Avasthi added, "The campaign is perfectly timed to coincide with Friendship Day on 5 August. This is an exciting, action packed time for youngsters since colleges re-open at this time and they get to meet new people and start new meaningful friendships that last a lifetime."

The new commercial plays out at a traditional wedding ceremony. A teenage girl and boy exchange notes on how every family has a "dancing uncle/aunty" and an "allergy aunty/uncle". They quickly realise that the two families have much more in common than they thought. When the girl excitedly asks, "Tumhaari family mein mere jaisa kaun hai?" the boy smiles and replies "Main". A piece of Cadbury Dairy Milk is exchanged to celebrate their new found friendship and the closing VO states, "Nayi Dosti Ka Shubh Aarambh. Kuch Meetha Ho Jaaye."

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