Cadbury Gaane Mishti returns with festive fervour & extraordinary line-up

After the phenomenal success of the three seasons of Cadbury Dairy Milk Gaane Mishti Season, Cadbury Dairy Milk, in association with Anandabazar Patrika and The Telegraph is back with its fourth edition for the quintessential music and mishti lovers of Bengal.

 Ever since the launch of this unique property, ‘Cadbury Gaane Mishti’, audiences' love has kept pouring in. Not to mention the massive engagement and acceptance garnered for the last three seasons. Bengal’s love for music and mishti is unfathomable and the creations across three seasons melted hearts by a mile! 

Five folk songs from 5 vibrant festivals of Bengal that have lost in the sands of time have been recreated with modern musical instrumentation - a fusion replete with distinct regional cultural flavours. Just like Cadbury and traditional mishtis of Bengal have been blended together to create a unique concept of Cadbury Mishti, similarly a perfect mix of folk songs and modern music, together, has created Cadbury Gaane Mishti - Utsabe Rasabanga. A celebration of the sweetness of Bengal through its vivid yet lesser-known festivals!

 Over the years popular mishti brands of the state have been associated with the Cadbury Mishti campaign– a creation of the ABP Group. They have come up with innovative mishtis (sweetmeats) in line with the themes of the campaigns. This season, they will be seen recreating traditional & age-old homemade dessert recipes that are signature to the five festivals, their cultural distinctiveness & taste preferences, like:

Marriage - Chhancher Mishti, Rashamanjari, Golap Sandesh

Nabanna Utsab - Patisapta, Dudh-Puli, Chosi Pitha

Bonobibi Parab - Kheer/Payesh

Hudum Utsab - Pua Pitha, Naaru

Baha Parab - Goja, Chhnanar Jilipi & more

 Curating recipes right from the pages of the diary of our grandmothers, over 142 mishti outlets have come together to create magic! Leading mishti chains from Kolkata namely Nalin Chandra Das & Sons, Balaram Mullick & Radharaman Mullick, Hindusthan Sweets, New Kalpana Mistanna Bhandar, Rakshit Sweets, Mishtanna, Ghosh & Co and others along with Sova Sweets, Suravi Sweets, Mishti Stories, Saha Sweets, Sweets Centre, Ananda Sweets, Shree Gopal, Mitali Sweets, Guru Sweet n Snacks and more from rest of Bengal have joined in.

Through their culinary art, they will revive the golden heritage of these mishtis so that the consumers can relish the taste of mouth-watering sweets & desserts and join in this ‘sweet celebration’.

But only with a fusion twist - Cadbury Dairy Milk as the key ingredient!

 Consumer engagement legs at the mishti outlets that have been planned to take the campaign to the consumers. Tasting their favourite Cadbury mishtis from the different outlets, the mishti lovers can vote for mishtis of their favourite festival through a QR Code based voting mechanism available at the participating mishti outlets across Bengal and win exciting gifts from Cadbury Dairy Milk.

Apart from this, the assets and content created for the campaign will also redirect the consumers to the mishti outlets and drive votes. In an initiative to recognise the efforts of the mishti brands, the platform will be also seen appreciating and awarding the creators behind who work with passion and are instrumental in the process of Cadbury mishti creation. A panel of eminent jury and consumer votes will ascertain the best of the best.

 The 6-week long campaign will culminate with a two-day Mishti Mela (Carnival) around the third weekend of April where the artists associated with the campaign will perform live for the audiences on both days. Along with the performances, the consumers would also get a chance to indulge in savouring mishtis from the participating brands.

The entire campaign was kicked-off with a melodious animated DVC that is seen bringing to life five different festivals from Bengal along with the mishtis. 

Cadbury Mishti campaign is driven through the following pages:

Facebook – CadburyMishtiSheraShrishti

Instagram - cadburymishti.sherashrishti/

Songs are also available on Spotify, Gaana, Amazon Music and YouTube Music

The above-mentioned lesser-heard folk songs conventionally passed on through generations, but are yet not popular among masses have been unearthed and recreated with contemporary music by 5 Music Composers. Here’s the list: