New Delhi, March 15, 2019: Cadbury Dairy Milk Silk has always delighted its audiences with unique eat experiences. Kicking off the new year, with yet another delicious novelty – Silk Hazelnut, a combination of rich creamy chocolate and whole Turkish hazelnuts.
Hazelnuts are unknown in India – this was the challenge. How do we tell another irresistible story with an unknown ingredient? To bring alive the USP, the Ogilvy creative team highlighted the best part about the consumption experience. The best part of the consumption experience was the inclusion of whole hazelnuts.
Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy West said, “The new Silk Hazelnut comes with whole hazelnuts from Turkey. We tell the new ingredient story by bringing alive the eat experience. The inclusion of whole hazelnuts makes you pout while you devour the chocolate. So every time the girl takes a bite she looks like she is pouting to kiss. Making the ‘Kiss me’ jingle feel like it was written for this one. When consumers in India think premium ingredients, they think Almonds, Cashews, Walnuts. Hazelnut was nowhere in the picture according to exchange4media.com.“
Ganapathy Balagopalan, Head of Planning, Ogilvy West said, “Hazelnut is relatively unfamiliar to Indian consumers. So, we have given consumers something unique to remember and desire- the new Silk Hazelnut, ensuring it continued to be true to core promise of Silk indulgence. The creative does this using a clever device that is both cheeky and charming.”
Agency: Ogilvy, Mumbai
Creative Team: Zenobia Pithawalla, Mihir Chanchani, Hemant Doke
Account Management Team: Prakash Nair, Smita Padmanabhan, Shruti Paranjpe, Richa Priyadarshni
Account Planning Team: Ganapathy Balagopalan, Jasmeeta Agarwal
Production House: Breathless Films
Director: Vinil Mathew
Executive Producer: Swadha Kulkarni
DOP: Pancho Alcaine