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This Valentine’s Day, Cadbury Dairy Milk Silk urges consumers to go beyond their limits

The campaign was conceived to nudge Gen Z

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MUMBAI: Cadbury Dairy Milk Silk and Valentine's Day have a strong relationship going for almost a decade. CDM Silk has, over the years, helped many young and old to communicate their true feelings to their significant other with the very simple "Say it with Silk" approach during Valentine's Day.

Having journeyed with the consumers, making each Valentine’s Day special, it was time for the brand to move the love game a notch up. "How far will you go for love?" was conceived to nudge Gen Z to try and go beyond the usual and make it special for their partner this Valentines. 

This year’s Cadbury Dairy Milk Silk Valentine's Day campaign has at its heart a video along with high impact outdoors, digital and in-store promotions, etc. 

Commenting on the strategy for this Valentine’s Day, Mondelez India director marketing chocolates Anil Viswanathan: “We have received great admiration with the Pop Your Heart campaign over the couple of years and we are thrilled to take it into its third year. As leaders of the chocolate category in India, we attempt to identify new occasions and offer innovative ways for customers to convey their emotion with our products. These simple yet impactful ways help us to stay connected with our consumers. We hope our new heartwarming film and other exciting bundle on eCommerce will urge our consumers to go beyond their limits, for their loved ones, this Valentine’s Day.”

According to Ogilvy India senior executive creative director Zenobia Pithawalla and executive creative director Mihir Chanchani: “The task was to make Cadbury Dairy Milk Silk Heart Pop an integral part of every couple's Valentine Day Celebration. To do so, in our film the protagonist creates a magical moment which sets as a perfect background for the heart pop moment. Our film ends on question How far will you go for love?”

Ogilvy India head of strategic planning Ganapathy Balagopalan: "We discovered young people don't do enough to show the special someone in their life how they truly feel about them. This campaign encourages them to go the extra distance and make the special someone in their lives feel truly special on Valentine's day. It sharply positions the brand as a romantic symbol and has the potential to turn it into a cultural icon.”

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