Cadbury Dairy Milk Silk introduces new TVC

12 Jun,2020

By A Correspondent


Cadbury Dairy Milk Silk has unveiled a new TVC based on its brand proposition of ‘How Far Will You Go For Love’ that was launched earlier this year.


Commenting on the release of this heartwarming film, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India said: “Cadbury Dairy Milk Silk has long stood for the best taste of chocolate in India. This has manifested in our communication over the years as the expression of romance amongst youth. With the youth of the country and their meaning of love evolving, there is a higher emphasis on gestures and acts that keep the romance fresh and alive. This had led to conceptualizing of the new proposition ‘How Far Will You Go For Love’ which kick started with the Valentine’s Day campaign earlier this year and has now turned into a ritual of sparking new relationships, deepening the meaning of love, and standing for a feeling that can’t be purely expressed in words but best felt through acts of active expression. The aim is to continue to make Cadbury Dairy Milk Silk an integral part of expressing love for your special ones, through gestures big and small that go above the norm.”


The film is conceptualised by Mondelez India and Ogilvy India. Said Ganapathy Balagopalan, Head of Strategic Planning, Ogilvy Mumbai:  “Chocolate and romance have always gone hand in hand, but no Indian brand has truly capitalised 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.”



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