Cadbury Dairy Milk Silk Inspires Indulgence with a New Thematic TVC
INDIA – February 9, 2016 – Cadbury Dairy Milk Silk, India’s favorite premium chocolate brand, recently launched a new
thematic TVC, encapsulating the brand’s signature romantic nostalgia - "Kiss me...close your eyes”. The film showcases two young puppeteers
craving so much for Cadbury Dairy Milk Silk, that they indulge while in the midst of a performance, thus highlighting yet another unique 'irresistible Silk'
story, continuing to build on the excitement and ‘finger licking’ awesomeness of Cadbury Dairy Milk Silk.
The launch of the new Thematic TVC comes in at the time when the brand is going all out to amplify joy on Valentine’s Day, with the ‘Say It With Silk’ campaign. Taking cognizance of how
well Cadbury Dairy Milk Silk’s features resonates with special occasions, the brand had launched the ‘Say It With Silk’ campaign last year. This Valentine’s Day, the campaign being bigger, better
and more engaging, the brand has introduced a 360-degree integrated campaign, that includes a special TVC, digital & outdoor activations, exciting on-ground & in-store activation and POB visibility.
Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, "Cadbury Dairy Milk Silk is one of our most
successful chocolate innovations and has played a lead in the premium segment. We believe Cadbury Dairy Milk Silk offers consumers a
great ‘indulgent’ eat experience and thus our campaign is around how it is impossible to resist a Silk. While the product promise of softer, smoother
and silkier chocolate is well entrenched with the consumers, in the new thematic TVC, the brand goes a step further and showcases the
Silk lovers’ experience with a bar of Cadbury Dairy Milk Silk, in a cute and light-hearted set-up.”
Zenobia Pithawalla, Executive Creative Director, Ogilvy and Mather, said, “The task was to show - when you want to have a
Cadbury Dairy Milk Silk, you've got to have it. To bring this craving alive we used puppets. The film is about two young puppeteers who crave so
much for the chocolate, that they devour it while they are in the midst of a performance. The puppet show going haywire says it all. You can't
resist a Silk craving.”
‘Personalization’ is one of the key highlights of the ‘Say It With Silk’ campaign. Be it the innovative Limited Edition Packs or the series of
digital activations and engagements, Cadbury Dairy Milk Silk is going all out to encourage consumers to “Say it with Silk” and indulge in the experience. Some
of these include short Silk Videos, personalized greeting videos, personalized play lists in association with a music portal, digital and social
media contests, Dubsmash contests, personalized fairy tale romance books and presence on popular event/ ticketing sites as sponsors, relaying the brand
For Valentine’s Day TVC, please click:
For Puppets (New Thematic) TVC, please click:
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with pro forma 2014 revenue of more than $30 billion. Creating delicious moments of joy in 165 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo,
LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum and Tangpowdered beverages. Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index.
and www.twitter.com/MDLZ .
About Mondelez India Foods Private Ltd.
Mondelez India Foods Private Ltd. (formerly Cadbury India Ltd.) is a part of Mondelēz International and is in the business of
creating delicious moments of joy. It operates in five categories – chocolate, beverages, biscuits and gums & candy and has
been a chocolate category leader since its inception in India for over six decades. Cadbury Dairy Milk, CDM Silk, Celebrations, Bournville, 5Star, Perk, Gems, Glow and Toblerone are brands
available in India under the chocolate category. The beverage portfolio consists of Bournvita and Tang. Oreo is a part of
its biscuit portfolio, while Gums & Candies consists of Halls and Choclairs. For more information, please