MUMBAI: Marking the 70th anniversary of Mondelez India (formerly Cadbury India Ltd.) and Cadbury Dairy Milk, the company has launched a limited edition Cadbury Dairy Milk vintage tin pack. The collecter’s edition box contains Cadbury Dairy Milk chocolates packaged with covers from four distinct eras.
Commenting on the milestone and the launch, Mondelez India director – marketing (chocolates) Anil Viswanathan said, “We look back on our history in India fondly and it is a huge honour to commemorate this special milestone. We thank our teams as well as all our consumers who have supported us over the years and invite everyone to join us in our journey ahead.”
He added, “To celebrate this journey, we are thrilled to launch this beautiful Cadbury Dairy Milk Vintage Box. Consumers can take a trip down the memory lane with these retro pack designs and relive their favourite Cadbury Dairy Milk memories.”
Mondelez India head of ecommerce Abhishek Ahluwalia said, “These days, consumers are not just looking at products and services, but at experiences that can create long-lasting memories. We are excited to launch our yet another e-commerce exclusive proposition. On its 70th anniversary, Mondelez India, wishes to connect with the consumers on an emotional level with the help of its limited edition vintage pack. This is our way to thank the consumers who have played such a significant role in Mondelez’s journey. The vintage pack is a symbol of its seven decades of consumer love and adulation and the positive leaps it has taken to become India’s favourite chocolate brand. We are committed to building on the legacy we’ve created in the last 70 years with the promise of bringing more moments of joy in the times to come.”
Cadbury Dairy Milk limited edition vintage tin pack contains 4 Cadbury Dairy Milk Chocolate bars and will be available on Cadburygifting.in and exclusively on e-tailers like Amazon, Flipkart, and Paytm at INR 544.
MUMBAI: Mondelēz International has finally launched its newest global research, sevelopment and quality technical centre in India located in Thane, Maharashtra.
The India Technical Centre has been set up with an investment of $15 million and will support new products and technologies for the company’s global brands in chocolate and beverages.
The India hub joins nine other Mondelēz International Technical Centres around the world that are already in operation, including East Hanover, New Jersey, in the United States; Curitiba in Brazil; Bournville and Reading, both in the UK; Wroclaw in Poland; Singapore; Suzhou in China; Saclay in France and Munich in Germany.
The Indian Technical Centre will also focus on consumer science, packaging and productivity. This is part of the company’s strategy to invest $65 million in developing a global network of state-of-the-art technical hubs strategically positioned around the world.
The chocolate giant has launched few products in the past specially for the Indian consumers to cater to their need and taste. Fuse, Cadbury Lickables, Dairy Milk Silk and the timeless 5Star, were all made in India first and later replicated in other parts of the world.
The Thane Centre will collaborate on innovations with multiple countries within the company network. “As we accelerate consumer-centric growth across both our global and local heritage brands, innovation plays a crucial role,” says Mondelez India Managing Director Deepak Iyer.
Spread across an area of 12000 sq meters, the Thane Technical Centre will be equipped with multiple technical capabilities, such as a pilot plant, a packaging creative studio and a range of laboratories for technical research and development. The team of around 150 scientists, developers, engineers, analytical chemists and other specialists will closely collaborate on innovations across the globe. The site is a zero water discharge facility, zero waste to landfill and has 100 percent rain water harvesting.
India is the fastest growing market in the world for Mondelez and has the highest chocolate market share amongst all other countries for the Cadbury maker. Mondelez EVP for AMEA region Maurizio Brusadelli states that Indian market accounts for $900 million for Mondelez.
However, it will be a challenge for Mondelez to sustain its growth with newer products and companies entering the market. Recently, Hershey International also launches its iconic Hershey’s kisses in India that will be Made in India specifically to cater the Indian consumers. But Mondelez does not see that as a challenge and rather considers it as a healthy competition. Deepak says, “We always want competition in the market. The average chocolate consumption in India is very low as compared to other parts of the world. We hope that with our competitors we can continue to grow the category.”
Mondelez has been present in India for over 70 years. The company introduced Cadbury Dairy Milk and Bournvita in India in 1948 and since then has been a leader in the chocolate category in the country.
The company operates in the chocolate, beverages, biscuits and candy categories in India with brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Fuse, Cadbury Gems, Cadbury Bournvita, Tang, Cadbury Oreo, Bournvita Biscuits, Halls and Cadbury Choclairs Gold.
Headquartered in Mumbai, the company has sales offices in New Delhi, Mumbai, Kolkata and Chennai and manufacturing facilities at Maharashtra, Madhya Pradesh, Himachal Pradesh and Andhra Pradesh in addition to a vast distribution network across the country.
MUMBAI: After making Cadbury Dairy Milk as one of India’s favourite chocolate brands for 70 years in India, Mondelez India has launched Cadbury Dairy Milk Crispello, its ‘made in India’ innovation in the Crispy-Eat segment. Banking on Cadbury Dairy Milk’s strong equity, Mondelez India is all set to expand its premium portfolio with this new product offering.
Mondelez India director for marketing chocolates category Anil Viswanathan says, “With rising disposable incomes, exposure to global cultures and extensive reach of mass media, the Indian consumers have been exposed to a global palette of food experiences. More specifically, recent work with Gen-Z consumers, a key consumer cohort for us, has shown a desire for multi-textured and complex experiences. This has been an important dimension for us as we have thought about our innovations.”
“Cadbury Dairy Milk Crispello combines the much loved Cadbury Dairy Milk taste with crispy and creamy textures in a unique ready-to-share snappy format. Its snap and share capabilities further reinforce our shared values of togetherness and collective joy,” he adds.
Cadbury Dairy Milk Crispello, is covered with a layer of delicious Cadbury Dairy Milk, crunchy wheat crispies and smooth chocolate cream. As one bites in, the chocolate melts in the mouth and the wheat crispies underneath bring in the crispiness, giving consumers an immersive chocolaty and crunchy experience, all at the same time. The finger-bar format makes it easier to be shared with friends and family.
Cadbury Dairy Milk Crispello is priced at Rs 30.
The launch will be supported by a 360-degree communication campaign that will include a new TVC and outdoor and digital campaigns targeting the brands core target audience i.e. youth. On-ground activations at point of sale and sampling at modern trade outlets will also be part of the campaign to drive awareness for the product.
MUMBAI: Cadbury Dairy Milk, India’s much loved chocolate brand, recently announced the launch of a new campaign ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’. The campaign aims to put a spotlight on the small acts of goodness that people do. As part of this campaign, Cadbury Dairy Milk has introduced a unique social initiative called ‘The Wrapper that Gives’. The initiative has been conceptualized by Mondelez India & Ogilvy and being activated in association with Reliance Jio and Pratham Education Foundation. Pratham is an internationally acclaimed award-winning NGO that works for the welfare and education of children across India
In a country like India, with so many people and with so few resources, being generous could seem like an impossible task. But with a closer look at Indians, one will see that generosity is inherent in all of us and come the opportunity, it shines through for all to see. Mondelez India spotted an opportunity in education. While most school kids in cities are familiar and learn with the internet, their rural counterparts do not enjoy the same facilities.
“This campaign aims at celebrating the generous instinct in everyone, showcasing as to how such moments go on to strengthen human relationships. Through this initiative we now want to explore the theme of Achhai (goodness), building on the strong proposition of ‘Kuch Meetha Ho Jaaye’. We are absolutely thrilled to partner with Pratham Education Foundation, that has been doing some great work in the space of education for children. This initiative will truly help us spread the goodness around,” said Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India commenting on the initiative.
With ‘The Wrapper that Gives’, Cadbury Dairy Milk looks at providing an opportunity to consumers to participate in the Generosity campaign. Consumer can unlock 1 GB data by clicking a photo of an empty wrapper of a Cadbury Dairy Milk. At the time of redemption, consumers are given an option to either keep the data for themselves or donate to Pratham Education Foundation so that they can make restricted, useful and safe access to the Internet possible for children in rural communities, rightfully carrying forward the spirit of generosity. The wrapper thus becomes the currency of generosity that enables millions of consumers to partake in the movement of generosity.
“Pratham is committed to provide learning opportunities to children in rural India. We are exploring effective use of technology in learning process, through a large scale digital intervention. Safe and education focused internet access provides the children a chance to explore a new world of learning opportunities. We are happy to partner with Mondelez India in their quest to spread goodness” said Madhav Chavan, Co-founder Pratham Education Foundation.
The campaign went live in India on Teachers Day, September 5, 2018 and will be hosted on the MyJio app for the period of 4 weeks. The offer will be available for Jio subscribers only. Once the campaign is over, the donated data will be passed on to Pratham Education Foundation, who will ensure that the collected data reaches the right schools to carry out the internet enabled learning activities among children.
MUMBAI: Go to any store in India and ask the person to hand you a Cadbury. You are for sure to get a bar of Dairy Milk, wrapped in purple cover, in your hand. Such has been the company’s branding that chocolate has become synonymous with Cadbury, although it is a brand with many candies.
Cadbury Dairy Milk (CDM) was the first chocolate bar to have higher milk content than earlier ones when it was launched in the UK in 1905. By 1914, it had become Cadbury’s bestseller. But how did it become India’s favourite?
Cadbury India, now known as Mondelez India, began its operations here right after independence, in 1948, by importing chocolates.
In the land of gulab jamun and rasgulla, chocolate was an alien and expensive. Dairy Milk turned out to be a rather failed launch for the company. None but the crème de la crème could afford to buy an imported chocolate. Also, in the 70’s and 80’s, the brand was only available in certain areas and its ads usually showcased a working man coming back home with a chocolate bar in his pocket for his child. Dairy Milk was relegated as a product for children only.
In the 80’s, Cadbury decided to manufacture Dairy Milk in India just to ensure that the production cost comes down and it’s available at a cheaper price point for Indians. But, other chocolate makers were still selling at lower prices. With sales dipping, the team was desperate for a communication strategy.
India’s ad-man Piyush Pandey from Ogilvy & Mather came to the brand’s rescue in 1991. He suggested that the brand needed a revamped identity and target the younger generation and adults. Ogilvy created the first iconic campaign for Cadbury titled, “Kuch meetha ho jaaye” in 1993 which continues to remain the favourite jingle of every 90s kid.
The campaign worked like a charm and Dairy Milk soon became every youth’s favourite chocolate. Suddenly, all these grownups — these responsible, serious grownups — had CDM bars in their hands. Batsmen, referees, grandfathers, policemen, teachers, pregnant women, college friends, lovers— the target group for Cadbury had changed and it was okay for adults to indulge now and that too in public.
There was no looking back. Since then, Dairy Milk has continued to remain every Indian’s go-to chocolate.
Through the years, Dairy Milk has been known for its loveable advertisements that make you want to sing along and do a little jig yourself. In the last decade, Dairy Milk has been positioned as something ‘meetha’ (sweet) — a strategy to counter traditional Indian sweets and the reach of local sweet shops. It comes as no surprise that Cadbury Dairy Milk is the most sold chocolate during festivals and special occasions.
Mondelez attributes the company’s strategy of constant innovation and evolving with Indian consumers as reasons for its growth. “In the beginning, we were just trying to say that chocolate is a nice treat for kids but today Dairy Milk is a mass brand and it is a part of everyone’s heart. We have made a huge change in communication right from talking to kids to being occasion specific to now a casual consumption product,” says Mondelez International associate director for chocolate equity, India and South East Asia Nitin Saini.
According to a recent market research report titled Branded Chocolate Market in India, the chocolate market is projected to grow at a CAGR of 17.8 per cent between FY 2017 to FY 2022. In the branded chocolate segment, Mondelez India has a whopping 65 per cent market share and its closest competitor is Nestle with 20 per cent market share.
Another aspect that works in favour of CDM is that it has few competitors in its category. Mars Inc’s Galaxy is the closest you can get but while CDM is available for Rs 10, Galaxy starts at Rs 25. The product’s success has even spawned cheap imitation chocolates at lower prices.
In the early 2000s, the company roped in star Amitabh Bachchan to promote it. Very soon, news about worms in CDM packets started leaking out and the company saw a 30 per cent dip in sales. The company lost no time in launching an aggressive campaign for its new tighter packaging which cost 10-15 per cent higher but did not hike the rates. It didn’t take long for consumer confidence to be back.
Mondelez has a strong distribution network in India and it is only growing every year. You visit a chemist shop, a drug store, a general store, supermarket, airport or a small pan-bidi shop, they all have a dedicated set of CDM bars to offer. In 2017, the chocolate giant had over 1000 distributors and 7000 sub-stockists who distributed products to small general stores and other retailers. Rural sales contributed about one-fifth of Mondelez’s sales in the same year which was 10 per cent higher than a year before. Mondelez currently has 350,000 outlets in 40,000 villages and sees the next phase of growth coming from hinterlands.
Though Dairy Milk cuts across all age groups and class, that seems to be changing now as chocolate and hazelnut confectionery, Ferrero Rocher, has come to be the latest favourite of the young and elite. Priced at Rs 430 for 12 pieces, the company faces a stiff competition from Dairy Milk that is India’s favourite festive gifting option. Come Diwali or Raksha Bandhan, and we see television and digital screens filled with Cadbury ads about making relationships stronger with something ‘meetha’.
Not only has CDM managed to break into a difficult market but has even maintained its lead. Riding on the back of extensive marketing, communication and distribution networks, it will take a gigantic effort to dethrone it.
MUMBAI: What comes to your mind when you hear ‘kuch meetha ho jaaye?’ If you’ve been in India for the last two decades, you would instantly blurt out Cadbury. But the popular Indian chocolate has a 100-year-old history.
In June 1905 in England, Cadbury made its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company’s best-selling product by 1914. Cadbury India, now known as Mondelez India, began its operations in the country as early as 1948 by importing chocolates.
The Indian chocolate industry was worth Rs 58 billion at the end of 2014 and is predicted to reach Rs 122 billion at a compound annual growth rate of 16 per cent by 2019. According to the 2016 Euromonitor International report, the chocolate confectionery market in India is projected to grow at 8 per cent per annum between 2016 and 2021 to reach Rs 16,200 crore (on constant value) from Rs 11,256 crore in 2016, backed by better retailing across rural areas. Mondelez is the market leader in India’s chocolate space with more than 65 per cent market share and Cadbury Dairy Milk is its highest-selling product that has a market share of 41 per cent.
Mondelez India has given birth to some of the most memorable ads in its 70 years of existence in the Indian market with catch-phrases that come to us at the tip of our tongue—‘kuch khans hai zindagi mein’, ‘shubh aarambh’, ‘pappu paas ho gaya’, ‘aaj pehli tareek hai’ and ‘kiss me.’
All these notable campaigns are attributed to Ogilvy & Mather (O&M), an advertising agency that has been associated with the brand for over 26 years.
English was the medium of communication for Cadbury’s when the chocolate market was a niche in 1948. Mondelez India director of marketing for chocolates category Prashant Peres believes that all of Cadbury’s communication throughout the years has been about relations and bringing people joy in celebrating relations. While that has remained constant, what has changed is what the brand is trying to achieve with advertising.
“In the beginning, we were just trying to say that chocolate is a nice treat for kids but today Dairy Milk is a mass brand and it is a part of everyone’s heart. We have made a huge change in communication right from talking to kids to being occasion specific to now a casual consumption product,” he adds.
The brand has always been known for its loveable advertisements that make you want to sing along and do a little jig yourself. We take you down memory lane and explore how the brand communication for Cadbury Dairy Milk has changed and evolved over the years.
1993: The brand launched its first TVC in India in 1993 showcasing a teenage girl watching cricket in the stadium and then jumps into the ground, eating a Cadbury chocolate as soon as the cricketer hits a century.
1994: Another advertisement showed a to-be bride with henna on her hands, trying hard to open the wrapping of Cadbury chocolate with her elbows. The ad showed that teenagers too can enjoy a treat.
1999: With the tagline ‘khane walo ko khaane ka bahana chahiye’, the ad featuring popular video jockey Cyrus Brocha became an instant hit among viewers. The objective behind the communication was to make the chocolate category more socially and culturally relevant and drive penetration in the process as the penetration level of the chocolate category in 1999 was 19 per cent in the urban market at the time.
2002: This was when Cadbury changed its strategy. Having tapped all age-groups, it wanted to project Cadbury chocolates as a meetha – thereby trying to eat into the market of traditional Indian sweets. Advertisements were doled out showing Cadbury chocolate being enjoyed at every possible instance.
2003: With this ad, the company aimed to position the brand as not just an occasion-based chocolate but as more of a casual consumption habit with the ‘khush hoon khamakha’.
2005: Passing an exam always calls for a celebration and when Pappu finally does finally clear his 12th standard exams, it calls for a sweeter celebration. The new communication from Cadbury’s Dairy Milk extended the core promise of happiness to yet another ‘moment of joy’ in one’s life. The brand signed actor Amitabh Bachchan as a brand ambassador.
2008: In this ad, Cadbury vouches that pay day is always a reason to celebrate. The brand pays a tribute to the salaried employees by giving them another reason to celebrate the payday.
2009: The campaign showcased people living a fast life in the cities spreading happiness during the festival of lights among neighbours, the postman, the pizza delivery boy and many others who, though significant, are never valued for their little contributions that bring joy to one’s life. The core thought behind the new campaign is to surprise those who work unconditionally on Diwali day and at least expect their little gestures to be appreciated.
2010-2012: Cadbury by now had launched its campaign ‘shubh aarambh’ that was based on the concept of the Indian tradition of having something sweet before every auspicious occasion, with the belief that it leads to a favourable outcome.
2014: In a significant move, Cadbury decided to move away from its occasion-related brand positioning and to make chocolate consumption a casual habit with its tagline – ‘dil jo keh raha hai suno’. The campaign was in sync with Cadbury’s global proposition of ‘Free the Joy’.
2015: With an aim to change its communication, Cadbury launched this campaign showing the bonding between a saas and bahu (mother-in-law and daughter-in-law) duo. The ad shows a small-town mother-in-law and daughter-in-law strengthening their bond of friendship with a piece of chocolate.
2016: Mondelez International created animated ads as early as 1980’s in the United States and other markets but the concept came to India only in 2004 when Mondelez India (then known as, Cadbury India) decided to have an animation film to promote its new product. Cadbury introduced an animated alien series in 2016 to promote its product with #InterstellarParty where the aliens were thoroughly enticed by the chocolate. The song became an instant hit among viewers.
The brand stopped creating ads specifically for Cadbury Dairy Milk as its focus shifted to newer variants that the company launched in the market including Silk Oreo, Lickables and Cadbury Dairy Milk Silk.
MUMBAI: Cadbury Dairy Milk has been associated with meetha (sweet) for the longest time and is the popular choice for gifting by most Indians. Over the years, Mondelez India has built and led the occasion through its concerted marketing efforts and gifting innovations.
Although Dairy Milk was always the most preferred gift by lovers on Valentine’s Day, the brand wanted to introduce a special product dedicated especially for young adults, Cadbury Dairy Milk Silk (CDMS). In India, CDMS has been one of the marquee products for the brand, which was launched in early 2010. Ever since then, the Silk jingle has probably been one of the most loved and recognised tunes in advertising and popular culture. Mondelez recently renovated its Cadbury Dairy Milk Silk making it curvier and with a fresh packaging and rolled out a jingle by Bollywood singers Armaan Malik and YouTuber Shirley Setia.
This Valentine’s Day, Cadbury Dairy Milk Silk has launched its new special edition pack with a heart pop, which urges consumers to not hold back from expressing their love.
Mondelez India has rolled out a new thematic TVC about the product where the new Heart Pop bar is the hero. The film which is about two friends—a boy and a girl at their college hangout, showcases the girl proposing to the boy by popping the heart out of CDMS.
Mondelez has a dedicated 360 degree marketing campaign to support the TVC that went live from 28 January. The marketing mix includes multiple TV associations, digital, outdoor activations, exciting in-store activations and samplings.
In addition to TVC, the brand will utilise more touch points for movie integration with channels such as Romedy Now, Zee Studio and UTV Movies.There will also be brand placement and brand inegtartion with Zee’s dance reality show Dance India Dance along with special associations with music channels such as Sony Mix Adda and 9XM.
On the outdoor marketing front, Mondelez has opted for a comprehensive strategy wherein the brand has outdoor installation across Mumbai and Delhi along with outdoor billboards across Mumbai and Bangalore cities.
Coffee and chocolates go together and are the best ice breakers during dates. For that reason Mondelez has partnered with Cafe Coffee Day across top cities to provide the product on shelf.
Moreover, the brand has added the first ever Snapchat integration in India through heart pop filters along with creating a branded playlist on music app, Saavn.
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-enabled gift box and will roll-out a limited edition pack exclusively on www.amazon.in. The gift box comes with two large Silk Limited Edition Valentine Chocolate bars (250 gm 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 personalised messaging, this which will be powered by a Blippar App.
The product will be available on Grofers, Big Basket, Paytm Mall and Haptik along with the brand’s exclusive partner amazon.in.
The special edition chocolate is priced at Rs 275 for 250 gm of pack, Rs 150 for regular 150 gm pack and Rs 720 for the amazon exclusive pack.
MUMBAI: Cadbury Dairy Milk, India’s favorite chocolate, enjoys a special place in the hearts of consumers during festivals and special occasions. The brand has a legacy of creating delicious moments of joy. In line with this spirit and the joy of giving something special to friends on Friendship Day, Mondelez India has launched two new flavors Cadbury Dairy Milk Honey Nut Crunch and Cadbury Dairy Milk Coffee Almond to surround friends in the sweetness of friendship. These limited edition flavors have been launched keeping in mind the country’s flavor preferences and unlock the joy of trying something different while maintaining the rich experience of eating their favorite chocolate – Cadbury Dairy Milk. Since every friend adds a special flavour to one’s life, this Friendship Day; we encourage you to make your friends feel special by treating them with new limited edition flavours and our new television commercial also supports this thought.
The launch of the limited edition Cadbury Dairy Milk is supported by a 360-degree communication campaign that includes a new TVC, as well as outdoor, print & digital campaigns targeting the brands core target audience i.e. youth. On the social media front, the brand is leveraging upon this occasion to bind friends through Twitter #Madfie contest which has gone viral and has grabbed eyeballs. Through its Cadbury Dairy Milk Twitter handle and Facebook page, the brand is asking friends to get their crazy bunch together, take a mad selfie and post it on their Twitter handle using #Madfie. The chosen best #Madfie will be featured on Cadbury hoarding or cover page. On-ground activations at point of sale in select modern trade and traditional trade outlets will also be part of the campaign to drive awareness for the product.
Kindly let us know in case you might require any additional information.
MUMBAI: Cadbury Dairy Milk, India’s favorite chocolate, enjoys a special place in the hearts of consumers during festivals and special occasions. The brand has a legacy of creating delicious moments of joy. In line with this spirit and the joy of giving something special to friends on Friendship Day, Mondelez India has launched two new flavors Cadbury Dairy Milk Honey Nut Crunch and Cadbury Dairy Milk Coffee Almond to surround friends in the sweetness of friendship. These limited edition flavors have been launched keeping in mind the country’s flavor preferences and unlock the joy of trying something different while maintaining the rich experience of eating their favorite chocolate – Cadbury Dairy Milk. Since every friend adds a special flavour to one’s life, this Friendship Day; we encourage you to make your friends feel special by treating them with new limited edition flavours and our new television commercial also supports this thought.
The launch of the limited edition Cadbury Dairy Milk is supported by a 360-degree communication campaign that includes a new TVC, as well as outdoor, print & digital campaigns targeting the brands core target audience i.e. youth. On the social media front, the brand is leveraging upon this occasion to bind friends through Twitter #Madfie contest which has gone viral and has grabbed eyeballs. Through its Cadbury Dairy Milk Twitter handle and Facebook page, the brand is asking friends to get their crazy bunch together, take a mad selfie and post it on their Twitter handle using #Madfie. The chosen best #Madfie will be featured on Cadbury hoarding or cover page. On-ground activations at point of sale in select modern trade and traditional trade outlets will also be part of the campaign to drive awareness for the product.
Kindly let us know in case you might require any additional information.
MUMBAI: Star Plus’ upcoming show Aaj Ki Raat Hai Zindagi is soon going to beam across television screens. The show will showcase Indian superstar Amitabh Bachchan in a pivotal role as he embarks upon a journey to celebrate life and aims to infuse optimism in people.
As was previously reported by Indiantelevision.com, the show will go on air from 18 October and will be aired on Sundays at 8 pm.
Aaj Ki Raat Hai Zindagi aims to inspire people to change their outlook, and cherish the good that life has to offer, apart from entertaining them of course.
Star India COO Sanjay Gupta said, “Entertainment when done with a sense of purpose can be a very powerful tool, one that can break the cynicism and bring about happiness. As a network, we have always strived to inspire a billion imaginations while working towards giving our audience something new and exciting. And with Aaj Ki Raat Hai Zindagi, we are happy to collaborate again with Amitabh Bachchan on a project, which is so special. Off late, an overexposure of negative news has impacted our perspective towards life, so the show is an attempt to bring back a sense of optimism.”
Sharing his views about the show, Bachchan said, ”The show is all about a celebration of life and people who have made a difference. I am working with Star after a gap of 15 years and wanted a project that befitted the legacy. Aaj Ki Raat Hai Zindagi is One such endeavour that will make you smile, dance, clap and go ‘HuuHaa’ with joy. Life Is all about living, loving and celebrating moments with pepole who put a smile on your face and it is celebration that matters most.”
The channel has roped in Maruti Suzuki as the presenting sponsor and Cadbury Dairy Milk as the powered by sponsor.
Maruti Suzuki India marketing and sales executive director R S Kalsi said, “We at Maruti Suzuki always believe in making a difference to every Indian and our inspiration comes from one place – India’s hopes, dreams and aspirations. It’s a privilege to be associated with a show that shares the same belief. Our vision is to be the ‘Pride of India’ and Aaj Ki Raat Hai Zindagi celebrates the pride of the ordinary people who have contributed and made a difference to the society in some form or the other.”
“Cadbury Dairy Milk has always stood for triggering joy through unlocking relationships and this program is all about people who go beyond to bring joy to the lives of others. CDM stands for generosity, optimism and authenticity and we felt that the stories of AKRHZ mirror those very values- hence it seemed like a great,” added Mondelez India director Prashant Peres.
The show is based on the Tonight’s The Night format, which is owned and produced by BBC Worldwide.
The extensive marketing campaign by Star Plus before the launch of the show, has led to immense curiosity and discussions all over. The first teaser of the campaign received over one million views on Facebook in less than 20 hours, creating a new benchmark for TV shows. The creative campaign has been conceived by O&M and produced by Bubble Wrap Films.
The punch line of the teasers, ‘Huuhaa’ got the nation talking about the show with #HuuHaa trending on social media. The entire campaign on social media has received over 400 million potential impressions till date creating a lot of positive buzz. This will be followed by a marketing blitz on television, radio, digital and outdoor.
