Pop your heart out and say it with SILK
India’s favorite premium chocolate brand, Cadbury Dairy Milk Silk, recently announced the launch of its new special edition pack with a heart pop, which urges consumers to not hold back from expressing their love, this Valentine’s Day. Over the years, Mondelez India has built and led the occasion through its concerted marketing efforts and gifting innovations.
Consumers today are looking beyond products and services, they are looking at experiences that can create memories. This insight resulted in the development of a new offering of the special edition Cadbury Dairy Milk Silk with a heart pop.
Mondelez India has rolled out a new thematic TVC, where the new Heart Pop bar is the hero. The film is about two friends—a boy and a girl at their college hangout. The boy has a bar of the New Cadbury Dairy Milk Silk Heart Pop with him in his bag, but is hesitating to pop the question with it. Every time he goes to pick up the bar from the bag the girl looks in his direction and he loses the courage. Eventually the girl notices the bar in his bag while he's looking away. She picks it up and decides to take the lead. She now proposes to the boy by popping the heart out. To her surprise the boy gives a ‘oh my god’ expression which one usually expects from the girl when proposed.
The TVC is supported by a 360 degree marketing campaign that includes multiple TV associations, digital, outdoor activations, exciting in-store activations and samplings. In addition to this, Mondelez India this year, has gone a notch ahead to develop a unique gifting innovation, which probably is one-of-its-kind in the industry.
Mondelez India has been making strides in e-commerce, creating new shopping opportunities through personalization and gifting platforms. This year, the company has also designed a gifting innovation using augmented reality (AR) to take the gifting experience a notch up. It has introduced a ‘Cadbury Joy Deliveries AR (Augmented Reality) enabled Gift Box’ and will roll-out a limited edition pack exclusively on eCommerce. The AR enabled Gift box comes with 2 large Silk Limited Edition Valentine Chocolate bars (250 g each). Once a Giftor orders a box to be sent over to the Giftee, the latter can experience the box coming alive with animation and virtual personalized messaging, this which will be powered by a Blippar App.
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