MAM
Report on Shemaroo

Dairy Milk innovates Silk for Valentine's Day

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/02/08/Dairy_Milk800.jpg?itok=BuZ2HIEz

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 www.amazon.in. 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.

public://Dairy_Milk.jpg

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

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

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/07/photogrid_plus_1620386880474.jpg?itok=5Us2h-0Q
Havas Group Indonesia appoints Sumit Kanungo as group strategy director

New Delhi: Havas Group Indonesia has appointed Sumit Kanungo as group strategy director, effective immediately.

MAM Media and Advertising Media Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/07/photogrid_plus_1620378373486.jpg?itok=DWZOf9Z7
L’Oréal elevates Asmita Dubey as group chief digital officer

NEW DELHI: Beauty brand L’Oréal has elevated Asmita Dubey as chief digital officer and member of the group’s executive committee. Dubey succeeds Lubomira Rochet, who is moving on from the global cosmetics giant. Dubey was chief media officer for the group and chief digital officer for L’Oréal’s...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/07/photogrid_plus_1620378234398.jpg?itok=i--nKebY
Godrej & Boyce celebrates 124 years of ‘Making In India’

MUMBAI: Godrej & Boyce has marked the beginning of their 125th year of operations with the launch of #124YearsofMakingforIndia campaign to showcase how the company has been dedicated to building a better India ever since its foundation in 1897. The newly launched campaign aims to inspire...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/07/photogrid_plus_1620378085836.jpg?itok=YrMsSElg
Renault refreshes brand identity, unveils new logo

NEW DELHI: French carmaker Renault is taking the brand in a new direction. The company has adopted a Nouvelle Vague strategy targeting to maximise its number of electrified vehicles by 2030 in a bid to move towards sustainable development. The brand identity refresh comes with a new logo that is...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/07/photogrid_plus_1620375191927.jpg?itok=VynTECln
Gaana celebrates classical music with ‘Unwind with Taj’

Mumbai: Audio streaming app Gaana has unveiled ‘Unwind with Taj’ to bring alive the magic of Indian classical music among millennials.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/07/sushil_anantharaman.jpg?itok=K4lePDsc
Gozoop onboards Sushil Anantharaman as media director

MUMBAI: Integrated marketing agency Gozoop has onboarded Sushil Anantharaman as media director. Previously, he was associated with Hansa Cequity as the associate director. With over 10 years of experience in the digital media workforce, Anantharaman has a detailed understanding of media planning...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/07/employees-profits.jpg?itok=1rs1jvvX
Covid relief: India Inc shows it cares, puts employees' wellbeing before profits

MUMBAI: As the second wave of Covid2019 batters the Indian subcontinent, there is little doubt that we are staring at a humanitarian disaster of humongous proportions. Even as the country struggles to cope with what is possibly a deadly new variant of the Coronavirus, organisations are going out of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/photogrid_plus_1620295666730.jpg?itok=F729QMEI
Publicis Media appoints Linu John as client lead for Hero MotoCorp unit

New Delhi : Publicis Media's bespoke unit has named Linu John as the client lead for the Hero MotoCorp unit. The platform caters to integrated media offerings, that includes media planning and buying, along with providing content, analytics, and programmatic solutions for Hero MotoCorp. 

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/photogrid_plus_1620290340335.jpg?itok=emMrNzuJ
Glad U Came wins PR mandate for RichFeel

MUMBAI: PR and Influencer marketing agency, Glad U Came has won the PR mandate for the skincare and haircare solutions network, RichFeel. The Mumbai-based agency will oversee RichFeel’s media and brand enhancement duties and develop effective communication strategies to increase their public...

MAM Media and Advertising Account

Sign up for our Newsletter

subscribe for latest stories

* indicates required