The ad is all about the need to make someone feel special through your actions.
Love is a tricky space to conquer for a brand because you can either appear too cheesy, or too bland. So, finding the balance is hard, just like love itself. But, if there's one brand which has come the closest to finding the right balance, it is Cadbury Dairy Milk chocolate.
For as long as one can remember, Cadbury Dairy Milk has the embodiment of that feel-good love, and its ads expressed the same over the years. And then came 'Silk', and it managed to carve itself as the kind of love that's not too overt, but will tingle your insides with joy and excitement.
Cadbury Silk's latest ad asks you a double-edged question, 'How far will you go for love?'. Answer it right and Cupid strikes/wins, and that's what the ad is all about. The young boy in the ad is showing us his chivalrous side as he holds an umbrella over the girl's head... The classic song 'Kiss me' is playing in the background.
Ganapathy Balagopalan, head of strategic planning, Ogilvy Mumbai, said “Chocolate and romance have always gone hand in hand, but no Indian brand has truly capitalized on the connection until now. While Cadbury Dairy Milk Silk stories often hinted at a romance, the hero was always the product. It was always about the melty-chocolate. We believe it is time for the brand to evolve from being just a bar of indulgent chocolate to something greater, more desirable - make sharing a Silk, a symbol of romance. It feels like a natural evolution for the brand and will give us a more relevant role in young people’s lives.”
Adding to this Zenobia, Pithawalla, senior executive creative director and Mihir Chanchani, executive creative director, Ogilvy India, “Every great love story starts with a simple question, how far will you go for love? We thought why not make the starting point of all great love stories, the new brand positioning. What followed was the story of a young boy discreetly walking on the roof with an umbrella just to keep his lady love in the shade. To make the moment even sweeter, he shares his Cadbury Dairy Milk Silk with her in a unique way. What we'd like to do is to make every youngster in love, wish somebody created a Silk-like moment for them.”
But, the question 'How far will you go for love?' isn't new. Cadbury Silk had asked the same question for its Valentine's Day 2020 ad.
For the Valentine's Day campaign, Ganapathy Balagopalan, head of strategic planning, Ogilvy Mumbai, said, "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.”
Team Details –
Client: Mondelez India Foods Pvt. Ltd.
Creative Agency: Ogilvy India
Media Agency: Wavemaker India
Chief Creative Officer Worldwide: Piyush Pandey
Chief Creative Officers, India: Kainaz Karmakar & Harshad Rajadhyaksha
Chief Client Officer, India: Hephzibah Pathak
Associate President: Prakash Nair
Creative team: Zenobia Pithawalla, Mihir Chanchani & Vishal Rajpurkar
Digital Team: Neville Shah & Karthik Krishnan
Account management: Antara Suri, Parshuram Mendekar, Esha Gandhi, Saee Takalkar & Saket Modi
Planning team: Ganapathy Balagopalan, Bhakti Malik & Prasidh Dalvi
Production house: Nirvana Films Director (film): Prakash Varma
Executive Producer: Sneha Iype Producer: Manjeet Bawa Director of photography: KU Mohanan