'Anashrishti' from Cadbury celebrates Football & Mishti

Cadbury Dairy Milk, in order to extend the ‘kuch mitha ho jaaye' campaign and increase relevance for the brand in sweet eating occasions in Bengal, teamed up with ABP ONE in 2012 to reinvent the campaign in the sweet capital of India – Calcutta where Bengalis were introduced to the Cadbury Mishti- an innovative adaptation of traditional Bengali sweets using Cadbury Dairy Milk as an ingredient- a new category of Mishti altogether. The campaign, titled 'Cadbury Mishti Shera Shrishti in association with Anandabazar Patrika and The Telegraph' used relevant themes to connect with consumers and ensure Cadbury Mishti’s prominence in the consumer mindspace. In the first year the campaign paid tribute to the Bengali passion for politics with an election themed campaign; the second year saw the celebration of the marriage of Cadbury and Mishti.

Over the three years, the category growth numbers have constantly increased. Consumer behavior studies also prove how Cadbury Dairy Milk has gained acceptance as an additional variety of mishti, thereby bridging the gap between Cadbury and ‘Meetha’ in Bengal.

In it’s third edition of the campaign, activated in Feb-March 2014, Cadbury Mishti Shera Shrishti in association with Anandabazar Patrika and The Telegraph pays tribute to Bengal’s favourite sport-football. Though both mishti and football are  dear to the Bengali, both are not coupled together under normal circumstances (except for ‘mishti mukh’ to mark celebrations after a victory) . Hence the coming together of the two is a great but quirky creation and keeping this misfit in mind their brand campaign ‘ANASHRISHTI’ comes with a tagline of ‘football and mishti eki anashrishti’.

Chandan Majumdar, Vice President - Ad Sales (Dailies) commenting on the latest campaign said, "Cadbury Mishti Sera Shristi in association Anandabazar Patrika and The Telegraph in its third year is a great example of continuing partnership of a global brand with a leading media house in collaboration with a leading media agency. Every year we create a new campaign on the Cadbury Mishti platform. The campaigns have resonated with the audience and we have been increasing the geography and scope of the campaign every year. We are proud to execute this under our ABP ONE banner which delivers end to end trans media marketing solution for our market."

This year Cadbury Mishti is traveling to places outside Calcutta and Durgapur e.g. Bardhaman, Asansol, Krishnanagar and Berhampore. Sweetshop outlets have increased from 55 last year to 100 this year which includes iconic sweet makers like Balaram Mullick, Ganguram, Felu Modak, Nalin Chandra Das and Hindusthan Sweets to name a few.

The campaign celebrates the best of world football keeping in mind all eight World Cup winning countries, viz. Argentina, Brazil, England, France, Germany, Italy, Spain & Uruguay. Each outlet has created eight special ‘Cadbury Mishtis’ celebrating each team, named as Argentine Magic, Brazilian Samba, English Freekick, Spanish Tiki-Taka etc. Regional stars like Parno Mitra, Tanusree, Rupam Islam and others were roped in as ‘Captains’ of each team who campaigned for their team.
The campaign is being promoted extensively through print, outdoor, locality posters, outdoor innovations, on-ground promotions in Malls, roadshows and on digital media with star campaigners.

Various initiatives undertaken by the campaign ensures active consumer engagement. The consumers were asked to ‘score’ for their favorite mishti by dialing a toll free number for which they received a call back on their respective numbers and greeted with a voice over asking them to vote for their favorite team through a short code. For e.g. 1 for Argentine Magic, 2 for Brazilian Samba, etc. which enables them to vote for their preferred code and score for their team.  Other very interesting and innovative activities that have been executed keeping the core concept of ‘anashrishti’ in mind to engage the masses include Football games (hand played table football) at mishti shops with celebrity captains/endorsers. These games also took place at the ROB locations where celebrities travelled to drive hype around the campaign. Giant mishti boxes were installed at select malls in the city where random participants engaged via a blindfolded penalty shoot-out challenge, and spot prizes were handed out.

A special highlight of this year’s campaign was the ‘Anashrishti’ tournament , a quirky and talk of the town single day tournament where 8 city based colleges participated to play cricket with football instead of a normal cricket ball. Morevoer the few lucky consumers (to be selected via lucky draw from the database of missed calls received) will be flown to Brazil.

The campaign will be followed by a glittering awards ceremony acknowledging and recognizing winners from the participating sweet shops who will be awarded as per culinary expert judgment

The campaign has been completely handled by ABP ONE, the integrated marketing solutions wing of ABP, which includes conceptualization, planning, creative services and on-ground execution through a process of co-creation with Mondelez International and Madison Media.