India’s favourite chocolate brand, Cadbury Dairy Milk,  celebrates the beginning of new friendship with its new TVC. We bring you the images and the excerpts of the press release from Cadbury India.

The TVC is all set to go live on national television on 21st July 2012, across around 70 television channels. The commercial was also released on YouTube on 13th July, and has solicited  573,000 hits on YouTube and 10,600 likes on facebook in 6 days.

Here is what Chandramouli Venkatesan, Director, Snacking & Strategy, Cadbury India, had to say about the campaign

“Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. The latest TVC celebrates and honors another very important aspect of relationships- the start of a new friendship.”

The new commercial plays out at a traditional wedding ceremony. A teenage girl and boy exchange notes on how every family has a “dancing uncle/aunty” and an “allergy aunty/uncle”. They quickly realize that the two families have much more in common than they thought. The TVC is characterized by typical Cadbury-ness, as is the case with their previous TVCs, with a large emotional appeal, and the signature Dairy Milk soundtrack.

The creative director of Ogilvy India, Abhijit Avasti says that the commercial is also timed to coincide with Friendship day, on August 5th. Also during a period when colleges re-open, and the youth meet new people, and start new friendships that last a lifetime.

The TVC will be supported by integrated marketing campaigns including on-ground activations in 80 colleges, creative print placements, radio capsules in national radio stations, and outdoor, to urge people to make new friends and celebrate special “friendship moments”, says the press release.

How do you like this TVC?

About the author

Arvind Ravikumar wrote 201 articles on this blog.

Arvind believes that “Marketing is a function, inherent in every human being. A post graduate in Retail Management, he has worked with retail companies like Shoppers Stop and Spar, before venturing out on his own, and now is a successful entrepreneur running a manufacturing business based in Chennai, India. Click here to know more about him.

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