Cadbury nudges couples to go far for love - MARKETING Magazine Asia


Cadbury nudges couples to go far for love

Couples have been apart for a long time. They’ve missed anniversaries and birthdays and date nights. They’ve made do. They’ve found ways to stay in love. Some even found love. 

And it isn’t easy. Young couples are always looking for ideas to make their Valentine’s Day special. They scamper and scour the ends of the internet for last minute ideas – to gift or create a special Valentine’s experience for their partner.

Zenobia Pithawalla, Sr. Executive Creative Director & Mihir Chanchani, Executive Creative Director, Ogilvy India: “Cadbury Dairy Milk Silk decided to celebrate Valentine’s Day by giving young people in love ideas, on how to celebrate Valentine’s Day in these tough times. Tying in aptly with its larger communication idea, ‘How far will you go for love’.”

The result was a campaign showcasing thoughtful gestures ranging from a girl setting up a romantic tent in her living room, a boy creating a touching heart pop moment on his building terrace, to a boy colouring his hair pink to match his girlfriend’s hair colour.

Neville Shah, Executive Creative Director, Ogilvy India:”These simple stories attempt to inspire couples to surprise their partners. It’s not about the bigness of the act. It’s about the grandness of the thought. And that’s the simple intent. We designed them for short format surfaces and deployed them episodically, increasing the interest with each asset. A campaign designed for love. 

At the heart of the campaign are six heart melting stories of couples across different relationship stages going far to make their partner feel special on Valentine’s Day. Their types of relationships, whether they are just starting out or are long time lovers. Their evolving mindset about love and the fact that Valentine’s Day in 2021 will be mainly celebrated in-doors in a safe capacity.”  

Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India, said, “How Far Will You Go For Love” was received very well, winning consumers hearts especially with Gen Z strengthening overall brand appeal and emotional connect with this audience. Valentine’s Day is an important day in our consumer’s life, and they believe in making the day count.”

CREDITS
Client: Mondelez India Foods 
Creative agency: Ogilvy India 
Media Agency: Wavemaker India 
Chief Creative Officers, India: Kainaz Karmakar and Harshad Rajyadaksha  
Vice Chairperson & Chief Client Officer, India: Hephzibah Pathak  
Creative team: Zenobia Pithawalla, Neville Shah, Mihir Chanchani, Karthik Krishnan, Vishal Rajpurkar, Rishabh Thapar, Maithri Warrier, Akshay Ordiya, Harsha Gharat, Subhrajit Guin, Nikita Deshpande, Saurabh Chaudhari & Prajakta Athavale  
Account management: Prakash Nair, Antara Suri, Parshuram Mendekar, Saee Takalkar, Esha Gandhi and Saket Modi  
Planning team: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi and Anushka Mukherjee 
Wavemaker India: Shekhar Banerjee, Brajesh Dwivedi, Harsh Desireddy, Faheem Merchant, Carlton Jacob, Adhir Anand, Monika Solanki, Jiten Tahiliani, Aniket Ghanwatkar, Jennifer Rodrigues, Medha Roy, Rupesh Shah, Abhishek Tatkar and Puneet Jethwani 

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