Cadbury Gaane Mishti Season 3 Folk Fusion edition

After the thriving success of Cadbury Dairy Milk Gaane Mishti Season 1 & 2, Cadbury Dairy Milk, in association with Anandabazar Patrika and The Telegraph is back with the third season for the quintessential Bengali music lovers. With massive engagement and acceptance amongst the audiences for the last two seasons, the campaign registered an overwhelming response. Bengal’s music and mishti lovers’ unanimous verdict has spoken it!
Cadbury Dairy Milk Gaane Mishti Season 3 brings forth the Folk Fusion Songs sung by the leading artists of Bengal

Five regionally popular folk songs from 5 different regions of Bengal have been re-created with modern musical instrumentation - a fusion replete with distinct cultural flavours. Just like the way Cadbury and the traditional Mishti of Bengal have blended together to create a unique concept of Cadbury Mishti, similarly a perfect mix of folk and modern music arrangement, together, has created Cadbury Gaane Mishti Folk Fusion. A celebration of the hidden treasures of Bengal.
Over the years the renowned and popular mishti brands of the state have been associated with Cadbury Mishti Shera Shrishti – 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 mishtis of the five different regions of Bengal clustered as under:
 From the land of the hills – Entire North Bengal upto Dinajpur
 Soil that breathes history - Malda
 The essence of laal-mati – Bankura, Birbhum, Purulia, Bardhaman, Jhargram
 Magical confluence by the Ganges  - Kolkata, Nadia, Murshidabad, 24 Parganas (N), Howrah,
Hooghly
 Sailing into the waters – 24 Parganas (S), Midnapore

But only with a fusion twist!

Over 130 outlets from different parts of Bengal have come together to recreate the popular traditional mishtis of their region using Cadbury Dairy Milk as the key ingredient. Consumers in Bengal will be able to taste their favourite sweets like Kansat, Jalbhara, Babarsha, Lalmohan, Sorbhaja, Moa and many more, with a Cadbury twist.
In an initiative to recognise their efforts, the platform will be also seen appreciating the karigars (creators) of the mishtis under the coinage - Humans of Mishti. Working with passion for years, these karigars and their family members have been instrumental in the process of creation of a variety of mishtis. Humans of Mishti will recognise their contribution to the trade and award them with a token of appreciation.
There is also a consumer engagement leg at the mishti shops that have joined into the campaign.
Tasting their favourite Cadbury mishtis from the different stores, the mishti lovers can vote for their favourite Mishti shop through a QR Code based voting mechanism available at the participating Mishti stores across Bengal and win exciting gifts from Cadbury Dairy Milk. The 6-weeks long program will culminate with a two-day Mishti Mela (Carnival) around the first 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 above mentioned hidden treasures that have been conventionally passed on through generations, but are yet not popular enough to the masses have been chosen and popular songs have been recreated by eminent Music Composers - Debojyoti Mishra and Joy Sarkar and sung by popular artists.