(1888PressRelease)
September 26, 2009 - Mumbai - Cadbury the name synonymous with some of the sweetest/cherished moments of people’s lives, now through its new campaign “Iss Diwali Aap Kise Khush Karenge?” aims to awaken the inner light and get people to spread the festive joy beyond their homes.
Cadbury’s new campaign with Cadbury’s Dairy Milk and Celebrations as the protagonists calls on people living a fast life in the cities to spread happiness during the festival of lights among neighbours, the postman, the pizza delivery boy and many others who though significant are never valued for their little contributions that bring joy to one’s life.
The core thought behind the new campaign is to surprise those who work unconditionally on Diwali day and least expect their little gestures to be appreciated. The first commercial centered on Cadbury’s Dairy Milk is already on air and has two postmen dropping letters of individuals at their neighbours house to get them out of their houses and start talking to each other on Diwali day.
The second commercial with Cadbury Celebrations is being aired today (September 24, 2009). It opens with a Radio Jockey who finds a Cadbury Celebrations box on his desk sent by his daily listeners. The message being - the least we all can do for the one who entertains us every day.
One of the most significant sequences in the commercial shows a pizza delivery boy working overtime on the eve of Diwali, getting a surprise Cadbury Celebrations from his customer. This gesture puts a huge smile on his face thus making him feel someone appreciates his service. The commercial ends with “Iss Diwali Aap Kise Khush Karenge? Cadbury Celebrations Kyu na kuch Mithaas ho jaye”
Over the past few years Cadbury Celebrations has emerged as a popular gifting option on Diwali and competes with the traditional gifting options like Mithai and dry fruits.
Commenting on the “Iss Diwali Aap Kise Khush Karenge?” campaign, Abhijit Avasthi, National Creative Director, Ogilvy India said, “We have created a complete 360 degree campaign to involve & engage the TG by promoting the big thought of ‘‘Iss Diwali Aap Kise Khush Karenge?”. This integrated communication strategy will be rolled out to intensify the engagement with the consumers. The mediums of communication will include television, print, radio, online, and outdoor activities.”
The new TV commercials will be supported by a 360 campaign to intensify the engagement with the consumers through print, radio, on-ground and online.
Cadbury has extended its marketing strategy to the internet space for the very first time. They have launched an innovative & interactive website www.meethamoments.com wherein one can send meetha messages to your loved ones. It allows you to send personalized e- greetings and view the latest commercials and listen to the radio spots from Cadbury.
Cadbury has entered into a strategic alliance with Facebook and Orkut to further promote the core message of the brand. Cadbury has created a Facebook application that urges all Facebook members to extend an invitation to fulfill wishes of their near & dear ones this Diwali. This cutting edge marketing idea revolves around the central theme of the Diwali Celebrations Ad Campaign, ‘Is Diwali Aap Kisse Khush Karenge?’
This application is named – “Diwali Wish” This is an application where one gets an opportunity to create a wish-list by listing down 5 things that he craves for the most this Diwali. One can then send it to his friends and persuade them to fulfill at least one of his wishes. Once the friends have read the list, they can choose to fulfil one of the wishes and also add the application. One can also choose to invite their friends to create their wish-lists and gift them what they wish for this Diwali and thereby create multiple opportunities to spread joy & happiness.
The commercial is the latest in the highly successful “Iss Diwali Aap Kise Khush Karenge?” series of ads conceptualized by Ogilvy, Mumbai. The commercial is directed by Shoojit Sircar. The team comprises Abhijit Avasthi, Kawal Shoor, Mahesh Gharat, Shekhar Jha, Samrat Bedi and Kaustubh Mahajan.
For further information, kindly contact:
Dipanwita Dutt / Divyata Kalhans
Ogilvy Public Relations Worldwide
Tel No: 9967643953 / 9833106608
Email: dipanwita.dutt ( @ ) ogilvy dot com
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