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Dairy Milk innovates Silk for Valentine's Day

MUMBAI: Cadbury Dairy Milk has been associated with meetha (sweet) for the longest time and is the popular choice for gifting by most Indians. Over the years, Mondelez India has built and led the occasion through its concerted marketing efforts and gifting innovations.

Although Dairy Milk was always the most preferred gift by lovers on Valentine's Day, the brand wanted to introduce a special product dedicated especially for young adults, Cadbury Dairy Milk Silk (CDMS). In India, CDMS has been one of the marquee products for the brand, which was launched in early 2010. Ever since then, the Silk jingle has probably been one of the most loved and recognised tunes in advertising and popular culture. Mondelez recently renovated its Cadbury Dairy Milk Silk making it curvier and with a fresh packaging and rolled out a jingle by Bollywood singers Armaan Malik and YouTuber Shirley Setia.

This Valentine’s Day, Cadbury Dairy Milk Silk has launched its new special edition pack with a heart pop, which urges consumers to not hold back from expressing their love.

Mondelez India has rolled out a new thematic TVC about the product where the new Heart Pop bar is the hero. The film which is about two friends—a boy and a girl at their college hangout, showcases the girl proposing to the boy by popping the heart out of CDMS.

Mondelez has a dedicated 360 degree marketing campaign to support the TVC that went live from 28 January. The marketing mix includes multiple TV associations, digital, outdoor activations, exciting in-store activations and samplings.

In addition to TVC, the brand will utilise more touch points for movie integration with channels such as Romedy Now, Zee Studio and UTV Movies.There will also be brand placement and brand inegtartion with Zee’s dance reality show Dance India Dance along with special associations with music channels such as Sony Mix Adda and 9XM.

On the outdoor marketing front, Mondelez has opted for a comprehensive strategy wherein the brand has outdoor installation across Mumbai and Delhi along with outdoor billboards across Mumbai and Bangalore cities.

Coffee and chocolates go together and are the best ice breakers during dates.  For that reason Mondelez has partnered with Cafe Coffee Day across top cities to provide the product on shelf.

Moreover, the brand has added the first ever Snapchat integration in India through heart pop filters along with creating a branded playlist on music app, Saavn.

This year, the company has also designed a gifting innovation using augmented reality (AR) to take the gifting experience a notch up. It has introduced a Cadbury Joy Deliveries AR-enabled gift box and will roll-out a limited edition pack exclusively on The gift box comes with two large Silk Limited Edition Valentine Chocolate bars (250 gm each). Once a Giftor orders a box to be sent over to the Giftee, the latter can experience the box coming alive with animation and virtual personalised messaging, this which will be powered by a Blippar App.


The product will be available on Grofers, Big Basket, Paytm Mall and Haptik along with the brand’s exclusive partner

The special edition chocolate is priced at Rs 275 for 250 gm of pack, Rs 150 for regular 150 gm pack and Rs 720 for the amazon exclusive pack.

Also Read :

Kids' candy segment: Communication sees a shift

Want the Silk jingle to be popular culture: Mondelez's Prashant Peres

Winning awards doesn't get you clients: Piyush Pandey

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