Cadbury Dairy Milk Silk nudges couples to go far for love

It’s Valentine’s Day and this year, Cadbury silk is inspiring couples to go far for love.  

Especially this year. Couples have been apart for a long time. They’ve missed anniversaries and birthdays and date nights. They’ve made do. They’ve found ways to stay in love. Some even found love. 

And that needs a celebration. A show of love. A big gesture that goes beyond the usual, to profess their love.  

And it isn’t easy. Young couples are always looking for ideas to make their Valentine's Day special. They scamper and scour the ends of the internet for last minute ideas – to gift or create a special Valentine’s experience for their partner. Everybody wants to make their Valentine’s Day special but do not really know how. 

That’s where Silk decided to be this year. We acknowledge this behaviour and help couples with unique and original ideas to go far for love. 

Zenobia Pithawalla, Sr. Executive Creative Director & Mihir Chanchani, Executive Creative Director, Ogilvy India: "Cadbury Dairy Milk Silk decided to celebrate Valentine's Day like never before. By giving young people in love ideas, on how to celebrate Valentine's Day in these tough times. Tying in aptly with its larger communication idea, 'How far will you go for love'." 

The result was a campaign showcasing thoughtful gestures ranging from a girl setting up a romantic tent in her living room, a boy creating a touching heart pop moment on his building terrace, to a boy colouring his hair pink to match his girlfriend’s hair colour. How far will you go for love?  

Neville Shah, Executive Creative Director, Ogilvy India: "These simple stories attempt to inspire couples to surprise their partners. It’s not about the bigness of the act. It’s about the grandness of the thought. And that’s the simple intent. We designed them for short format surfaces and deployed them episodically, increasing the interest with each asset. A campaign designed for love. Simple. 

At the heart of the campaign are six heart melting stories of couples across different relationship stages going far to make their partner feel special on Valentine's Day.  But what makes these films unique is that each film has been made considering the interests of our audience, whether it’s music, movies, shopping etc. Their types of relationships, whether they are just starting out or are long time lovers. Their evolving mindset about love and the fact that Valentine's Day in 2021 will be mainly celebrated in-doors in a safe capacity.  

Hence, each film feels super personal and inspires our consumers with acts of love they can do for their special one, this Valentine's Day."

Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India, said, “Being synonymous with Valentine’s Day for almost a decade, Cadbury Dairy Milk Silk has been inspiring consumers to celebrate the season of romance and making the day count in their love story. Cadbury Dairy Milk Silk has built and strengthened consumer love and connect with youth in India through relevant storytelling and personalised offerings. Our recent campaign “How Far Will You Go For Love” was received very well, winning consumers hearts especially with Gen Z strengthening overall brand appeal and emotional connect with this audience. Valentine’s Day is an important day in our consumer’s life, and they believe in making the day count. They know that words often fall short to express their deepest emotions for the dear ones in their lives and they share a special bond with Cadbury Dairy Milk Silk to express themselves.” 

Beyond the 6 videos the campaign is surrounded by striking outdoors, experience driven unique technology collabs and a high-impact and engaging digital plan.  

Shekhar Banerjee, Chief Client Officer and Head - West, Wavemaker India said, “The year gone by has been quite different and difficult for most of us and especially for young couples who have been staying away from their partner / loved ones. Going into this year’s Valentine’s Day we managed to bring the brand much more integral to expressing love. We went an extra mile to make Valentine’s Day furthermore special for young couples through custom partnerships with web series and showcasing true inspiring stories in association with Humans of Bombay and Terribly Tiny Tales”  

CREDITS

Client: Mondelez India Foods 

Creative agency: Ogilvy India 

Media Agency: Wavemaker India 

Chief Creative Officers, India: Kainaz Karmakar and Harshad Rajyadaksha  

Vice Chairperson & Chief Client Officer, India: Hephzibah Pathak  

Creative team: Zenobia Pithawalla, Neville Shah, Mihir Chanchani, Karthik Krishnan, Vishal Rajpurkar, Rishabh Thapar, Maithri Warrier, Akshay Ordiya, Harsha Gharat, Subhrajit Guin, Nikita Deshpande, Saurabh Chaudhari & Prajakta Athavale  

Account management: Prakash Nair, Antara Suri, Parshuram Mendekar, Saee Takalkar, Esha Gandhi and Saket Modi  

Planning team: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi and Anushka Mukherjee 

Wavemaker India: Shekhar Banerjee, Brajesh Dwivedi, Harsh Desireddy, Faheem Merchant, Carlton Jacob, Adhir Anand, Monika Solanki, Jiten Tahiliani, Aniket Ghanwatkar, Jennifer Rodrigues, Medha Roy, Rupesh Shah, Abhishek Tatkar and Puneet Jethwani