Cadbury Dairy Milk's latest generosity campaign melts societal barriers

Cadbury Dairy Milk released its new brand film as a part of its ongoing Generosity campaign. It is the second instalment for the new dimension of the Generosity platform that was introduced in 2022 with a touching film depicting a generous moment between a politician and his bodyguard.

With the new film, the brand continues to encourage consumers to melt the power barriers and treat everyone equally while wholeheartedly engaging in their happy moments. Over the years, Cadbury Dairy Milk has been spotlighting the social asymmetry and aims to bridge the gap between the haves and have-nots in our society– one heartfelt story at a time thus, evolving the brand’s narrative of ‘Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye’.

Commenting on the new film, Nitin Saini, VP- Marketing, Mondelez India, said, “As we unveil another heartwarming chapter in our Generosity campaign, we continue to believe in the transformative power of shared happiness. Cadbury Dairy Milk remains dedicated to breaking down societal barriers, urging everyone to actively participate in the celebrations of others. In doing so, we hope to inspire a world where kindness and generosity redefine the way we connect, one sweet moment at a time.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India, added, "We announced the new chapter in the brand’s Generosity story in 2022 with the Politician film. The follow-up to that needed to be sweeter and grander. We thought to ourselves – what’s better than a wedding situation to show melting of the power distance between an employer and an employee. It beautifully underlines the happy occasion and the action that the campaign intends to drive. So, the next time we are at a wedding we not just attend but whole heartedly participate in the celebrations, keeping aside all societal divides."

This heart-warming film unfolds against the backdrop of a wedding procession in a seemingly small town in rural India. A man in a suit stands out as he dances exuberantly with the locals in the baaraat, clearly representing urban India amidst the local attendees.  As the story progresses, it is revealed that the dancing man is the employer of the groom, who is overjoyed to be present in the happiest moment of his colleague’s life. The film then cuts to a beautiful moment of the employer and groom sharing a Cadbury Dairy Milk while everyone dances away to glory, yet again underlining the emotive thought of ‘Kisi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye’. The campaign's soundtrack accompanies the film, driving the message of looking beyond one’s reality and being a part of others' happiness.

Creative Agency: Ogilvy India 
Media Partner: Wavemaker India

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