New Delhi, October 01, 2020: Cadbury Dairy Milk Silk has collaborated with singer Jasleen Royal for its Heart Pop ‘I Missed You’ campaign. Cadbury Silk launched its limited edition ‘I Missed You’ Heart Pop bar – which according to the brand is an embodiment of the emotion that numerous couples have felt being away from each other the past few months since the lockdown.
In her latest song titled ‘Sang Rahiyo’, Jasleen Royal has encapsulated the emotions of a young couple during a long distance relationship. Cadbury Dairy Milk Silk plays a sweet role in their story – a partner in their good times spent together and a medium to let them know how much they missed each other when apart.This collaboration has been brought about by Wavemaker.
Karthik Nagarajan, chief content officer, Wavemaker India, said, “We wanted to build an association that would capture the essence of ‘How far will you go for love’ messaging seamlessly. Over the years, Cadbury Dairy Milk Silk has been an integral part of expressing love and has evolved to a symbol of love. Known for her soul stirring love songs, Jasleen Royal came across as the ideal choice to bring alive the brand’s message.”
“Cadbury Silk’s ‘I Missed You’ bar fits so seamlessly into the visual narrative of the song. ‘How far would you go to say ‘I Missed You’ was, in essence, exactly what we wanted to communicate with the song as well, so the partnership was a natural match!” said Jasleen Royal according to the reports published in brandequity.economictimes.indiatimes.com.
