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  • Old wine in a new bottle: Cadbury Dairy Milk Silk’s new look with special love

    Old wine in a new bottle: Cadbury Dairy Milk Silk’s new look with special love

    Mumbai: For the mushy lover in me, alphabetically, ‘L’ stands for ‘Love’, then what does ‘S’ stand for? According to the new campaign of Cadbury Dairy Milk Silk, ‘S’ stands for ‘Love’. Some days back, Mondelez India, which is a part of Mondelez International, a multinational confectionery, food holding, beverage and snack company revamped the look and shape of its flagship premium chocolate, ‘Cadbury Dairy Milk Silk’ through an elaborate digital campaign.

    The campaign, which has been put in place by Ogilvy India, opens with various renditions of love amongst couples, and shows the progression of how Cadbury Dairy Milk (CDM) Silk as a name has now been revamped to a symbol of love – ‘S for Silk’, how from a letter it now holds the infinity of love (the infinity sign gets converted inversely into the shape of an ‘S’), and how with a new look and shape of the brand, one could indulge in the new language of love.

    Ever since its launch in 2010, Cadbury Dairy Milk Silk has continued to cater to the young generation through its personalised innovations and heartfelt messaging. “Over the years, the brand underwent a few rounds of packaging upgrades while remaining largely consistent in terms of brand architecture and personality. But for the first time, Silk is undergoing a bold visual identity upgrade to further strengthen its consumer connect and dial up premiumness,” reveals Mondelez India vice president of marketing Anil Viswanathan.

    CDM Silk is undoubtedly one of the leading products from Mondelez’s portfolio. Talking about the market share that the brand CDM Silk holds in the chocolate segment, Viswanathan adds, “CDM Silk virtually created the premium segment in the chocolate category. It currently holds approximately 74 per cent share of the premium segment within the chocolate category (as per MAT 20 Nielsen data).”

    The revamped look, co-incidentally, makes it just in time for the festive season

    Considering that CDM Silk is one of the most loved brands in the country currently, Mondelez’s detailed research led to the refurbishment of the look and shape of the brand. Viswanathan emphasised, “Over the last decade, Cadbury Dairy Milk Silk has been synonymous with the celebration of young love. The new generation is constantly on the lookout for richer, innovative and fulfilling experiences that make their everyday moments special. And the change in packaging was done to manifest this expectation and the brand’s promise to offer the ultimate premium indulgent experience visually as well.”

    The exuberant packaging exhibits vibrant colors to highlight variants along with tempting visuals that signify premium indulgence. Along with this, the refreshed mould designs carry an ‘S’ engraving across every cube of the silk bar as part of its holistic design revamp strategy. “Perfectly embodying the role of CDM Silk as the most special chocolate for all special occasions through design and the proposition for Love’,” points out Viswanathan.

    The new look and shape of CDM Silk, co-incidentally, are timely for the festive season. Talking about whether the move was intended to be this way, Viswanathan clarifies, “Cadbury Dairy Milk Silk is loved by consumers all year round, but it enjoys incremental love, especially during special occasions. However, the timing was aligned from the perspective of our brand plans and goals rather than just targeting the festive season, in the hope of making our consumer’s ‘me’ and ‘we’ moments even more special.”

    The creative thought and execution

    Having a chat with the creative agency behind the campaign and talking about the new ‘S’ for Love proposition for CDM Silk, Ogilvy India chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha say, “Cadbury Dairy Milk Silk has always been about young, innocent love. The bold new packaging design now has a single letter ‘S’ standing out in gold. We wanted to create a campaign line that not only captures the essence of what Silk stands for but also stays memorable. ‘S’ for Love does that beautifully.”

    As we all know, CDM Silk’s brand positioning has always been about love and romance, since its inception and clearly, it continues to be so. Could there be any particular reason behind that? “CDM Silk is a premium chocolate, a special formulation that is more of an experience than just a new taste,” asserts  Rajadhyaksha.

    Delving further into the creative thought of the campaign,  Karmakar says,“’S’ for Love is a campaign that reinstates the relationship CDM Silk has with love. The brand implements every effort to make love special. With ‘S’ for Love, we want every couple to understand that if someone has gifted you a CDM Silk, it is a gesture of love.”

    I first saw the new look and shape campaign of CDM Silk on Spotify, and I simply loved it!  Karmakar and Rajadhyaksha chime that they equally loved creating the campaign too. Mondelez experiments with various types of media for CDM Silk and talking about the execution of the campaign, they say that the campaign has a digital as well as OOH spectrum. “So apart from the launch of video and outdoors, we have exciting influencer activations and a host of social media engagements coming up.” They add that the campaign also has a phase II with a TVC and a subsequent digital campaign around it that the team is super-excited about. Followed by a high decibel 360-degree marketing campaign which introduced the identity of the brand, the campaign is set to utilise multi-media robustly till the end of 2022.

    Strategy forward and innovations

    Viswanathan seems well-focused on the way forward for the brand. “We want to stand for the ultimate premium indulgent experience, not just within the category but in our consumer’s world. Thus, our efforts are geared towards continuously turning more and more consumers into CDM Silk lovers – increasing market penetration on the back of elevated brand and product experiences,” he mentions.

    Discussing the innovations that one could look forward to about the brand CDM Silk, Viswanathan explains, “With consumer-centricity at its core, Mondelez India believes in empowering consumers with more choice, driven through unique innovations across brands. Thus, over the last decade, the brand has pioneered first-to-market product innovations and introduced new eating experiences in the form of Silk Bubbly Bubblegum, Silk Mousse, Silk Red Velvet Oreo, etc. As the consumer palate continues to evolve with exposure to emerging trends and products, we aim to adapt and accelerate the innovation engine to match the growing expectations.”

    I’m all set to dive into the enticing experience of the new CDM Silk, and Viswanathan only avows further on a concluding note, “You will hear more from us on this in the future.”

  • Honda Motorcycle & Scooter India unveil new campaign ‘Scooter Bole Toh Activa’

    Honda Motorcycle & Scooter India unveil new campaign ‘Scooter Bole Toh Activa’

    Mumbai:Honda Motorcycle & Scooter India (HMSI) has launched a new campaign “Scooter Bole Toh Activa” for its legendary scooter. The new campaign consists of a captivating song with sing-along lyrics. It shows how Activa has become a household name over the last two decades.

    Conceptualised by Hakuhodo Wyng (a unit of Hakuhodo International India), the campaign highlights the nation’s cultural diversity and richness with many languages, regions, and ethnicities of India and the role of Activa in people’s lives—especially the youth. It emphasises how we vary in other aspects of life, but when it comes to defining a scooter, Activa runs synonymously with everyone.

    The main film of the campaign has lyrics with words from many regional languages, making it truly diverse, just like this country. “Conceptualising this campaign was a unique experience—the creative idea was hidden in the brief itself, but to dig it up and to shape it into a full-fledged campaign was a challenge our team took up successfully,” said Hakuhodo Wyng managing partner & creative head Shobhit Mathur.

    He further added, “HMSI wanted to show how Activa has been such an integral part of Indian lives that it has become synonymous with the word, ‘Scooter’. So we gave the campaign a very Indian feel – a diverse lifestyle yet similar values, and a common love for Activa!”

    The campaign has been shot all over the country to show how diverse the customer base for Activa is. Talking about the same, Hakuhodo Wyng senior business partner Saptarshi Sengupta said, “We have covered a very vast spectrum in terms of diversity to do justice to the love Indians have shown for Activa over the years. We have included people from multiple regions and age groups – especially the youth with their many life moments.”

  • Zee Bangla Cinema unveils new brand identity

    Zee Bangla Cinema unveils new brand identity

    Mumbai: Zee Bangla Cinema, India’s leading Bengali-movie channel, will commemorate its decade-long journey with a new brand identity. Unveiled in time for the upcoming festive season, the evocative all-new brand identity highlights how movies have the power to make everything magical.

    The channel is about serving a daily dose of magic potion that takes viewers to a world where possibility takes the front seat and reality takes a backseat. Zee Bangla Cinema’s new tagline, “Hok Na Ektu Magic,” echoes this brand purpose.  

    Zee Bangla Cinema’s new identity was revealed during the world television premiere of the blockbuster of the year, “Aparajito – The Undefeated,” starring Jeetu Kamal and Saayoni Ghosh, directed by Anik Datta.

    For today’s evolved audiences who consume a range of genres, Zee Bangla Cinema has also revealed a powerful line-up of star-studded blockbuster Bengali movies that will premiere on the channel through the festive season. Starting 24September, “Notun Cinema Proti Robibaar” will bring world television premieres every Sunday. This first-of-its-kind programming will see the channel achieve a milestone of telecasting world television premieres on every week, rather than only once in a month.

    Commenting on the announcement, Zee Entertainment chief cluster officer – East Samrat Ghosh said, “Bengali cinema has always held a special place in the history of Indian films. From its beginnings in the 1920s, Bengali cinema has achieved global acclaim and popularity. From Satyajit Ray and Mrinal Sen to our contemporary filmmakers today, Bengali cinema has always been a creative powerhouse. It is an honour for us to celebrate this love for cinema and magic on the occasion of Zee Bangla Cinema completing 10 successful years of entertaining viewers. As one of the leading and most-loved channels in the Bangla movie-entertainment category, we cater to the audience’s varied preferences with a special content curation. “Notun Cinema Proti Robibaar” will strengthen our market share as we aggressively widen our movie library and bring the best of movie content for our viewers.”

    Talking about the channel’s revamped brand identity, Zee Bangla Cinema chief channel officer & head of marketing – East, Jalaluddin Mondal said, “As Zee Bangla Cinema completes a decade of passion for Bengali cinema, we decided to celebrate and build on our love for cinema by giving our viewers a brand-new experience. The new brand identity is accompanied by a slew of new initiatives to delight our viewers. A new slot strategy with each slot featuring films curated on the basis of audience demand and the genres they love is just the beginning. The icing on the cake is the most talked about and latest weekend television premieres for the ultimate weekend experience. As we enter a new decade, we will create a Movie++ experience with special music and movie events to cater to the Bengali lover of literature, music, and culture.”

    Talking about the new brand identity, Zee Entertainment chief marketing officer, content SBU Kartik Mahadev said, “Zee Bangla Cinema has always championed the power of cinema as an inspiring and binding medium that creates unforgettable moments of magic around television. Our new brand identity is our way of celebrating this intrinsic bond with every Bengali movie lover. As we complete a decade, we promise to keep bringing the magic of Bengali cinema alive for our viewers in every moment of their lives, as expressed in our new brand thought “Hok Na Ektu Magic!” The design of the new brand identity expresses the ‘Golden Circle of Special’ that curates’ moments of magic every day, brought alive through a vibrant colour play that is nuanced for the category and region. The refreshed design aesthetics will not only enhance the visual appeal but will facilitate intuitive content discovery creating an immersive experience.”

    Zee Bangla Cinema is promoting the new brand identity with a high-octane campaign, which will be promoted through a 360-degree approach across mediums – OOH, print as well as its social media channels including YouTube, Instagram and Facebook.

  • Amitabh Bachchan turns narrator for Warner Bros Discovery’s new series

    Amitabh Bachchan turns narrator for Warner Bros Discovery’s new series

    Mumbai: Warner Bros. Discovery, the leading global media and entertainment company, is in celebratory mode with India’s “Azadi Ka Amrit Mahotsav” on its 75th year of Independence and is all set to unveil its new series, The Journey of India, on October 10. Narrated by Bollywood legend Amitabh Bachchan, who is also the face of Incredible India, the series is ready to memorialise the country’s rich tapestry of heritage, innovation and contemporary marvels that have paved the way for the country’s cutting-edge advancement.

    The six-part special series premieres globally on the streaming platform, discovery+, in India, the US, the UK, and the Philippines. It will be broadcast in more than 140 countries, including India, Japan, Singapore, France, Switzerland, UAE, Egypt, Brazil, Iran, and Kenya, among others, on the Discovery network of channels.

    The series weaves a tale of India’s legacy with contributions from a range of esteemed personalities and leaders. Spanning a wide range of subjects, this one-of-a-kind series provides an in-depth look at the nation’s progress, influences and accomplishments during the past 75 years; from advancements in science and technology and our ambitious and successful space missions to the world of cinema that not only entertains but also inspires.

    From fascinating stories of faith found across the length and breadth of the country to a diverse food culture that is adored around the world, India in the last 75 years has slowly but steadily made its presence felt on the global stage. Featuring an extensive collection of historical footage, it also hears from a stellar line-up of respected personalities and subject matter experts.

    Warner Bros. Discovery general manager South Asia Arjun Nohwar said, “As India celebrates 75 years of Independence, this commemorative new series reflects Warner Bros. Discovery’s commitment to bringing to life unique stories that inspire. We are proud to work with the iconic Amitabh Bachchan to take the audience on a vibrant journey through India, capturing the ethos of the nation, its diverse culture, and the spirit of its people.”

    The Journey of India will premiere in India on Discovery Channel, TLC, Discovery Science, Discovery Turbo and DTamil. More details on the series will be announced in the coming weeks.

  • Mountain Dew encourages people to be courageous in new TVC

    Mountain Dew encourages people to be courageous in new TVC

    MUMBAI: Mountain Dew brand has always focused on facing one’s fears to achieve exemplary results. Targeted at the youth of India, the beverage brand has unveiled a new campaign that encourages consumers to move beyond their fears and stand victorious in the race of life.

    The new TVC delves into the daily struggles of people across the spectrum – bringing out that each person reacts differently to circumstances and that fear is subjective with no definite scale, measure, or boundary. The film is a reverberation of Mountain Dew’s belief that in case of a challenge, there are only two choices one can make – either give in to fear and turn back or overcome fear and move ahead with courage. It is the choice that one makes that sets the real heroes apart from the rest.

    The film brings together situations and scenarios from the lives of different people in the form of a montage – a boy facing the microphone in front of an audience, a boxer in the boxing ring, a biker at the edge of a cliff, a girl standing at the edge of a diving board, a boy frozen in his steps to paraglide and a girl sending a text to break up with her partner – all these people are hesitating to take their challenges head-on. In comes Mountain Dew – with one sip of the drink, metaphorically, these moments of hesitation and fear are dissolved as the characters take the plunge with faith and courage to face their fears.

    PepsiCo India category director Mountain Dew Vineet Sharma said, “With our ‘Darr Ke Aage Jeet Hai’ philosophy, Mountain Dew has always celebrated the spirit of those who push themselves forward in the face of fear to achieve extraordinary results. The brand acknowledges that fear is universal, and every individual is beset with the feeling of fear. Fear can arise from a myriad of situations that are unique to each one of us and in this film, we have tried to focus on everyday fears that many of us can relate to. We believe that real heroes are those that face the challenge head-on and eventually emerge as winners. We are confident consumers across the country will relate to this touching new film and as always, the philosophy of ‘Darr Ke Aage Jeet Hai’ will resonate strongly with them.”

    Flibbr Consulting managing partner Rahul Jauhari stated, “Speaking of everyday fears yet keeping the ethos, energy and adrenaline rush of the brand was a fine line one had to tread and I’m glad we could deliver on the brief. We are confident that this TVC will help in connecting to a wider audience at a deeper level.”

    The new Mountain Dew campaign and TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. The beverage is available in single/multi-serve packs across modern and traditional retail outlets as well as on leading e-commerce platforms.

  • Rajat Sharma named as new NBA president

    Rajat Sharma named as new NBA president

    MUMBAI: The News Broadcasting Association (NBA) has just concluded its annual general meeting. India TV chairman and editor in chief Rajat Sharma has been named as the new president of the association for the year 2014-2015.

     

    Meanwhile, MCCS CEO – ABP News Ashok Venkatramani continues to be the vice president of NBA and News24 Broadcast India chairperson and MD Anurradha Prasad has been named as the honorary treasurer. She takes the place of former Network18 group CEO B Sai Kumar who quit the company a few months ago.

     

     The other members of the board are NDTV group executive vice chairperson KVL Narayan Rao who was the president for four consecutive years, TV Today Network director Ashish Bagga, Times Global Broadcasting Company MD and CEO MK Anand, Zee Media Corp CEO Bhaskar Das, Odisha Television director Jagi Mangat Panda, Mathrubhumi Printing and Publishing whole time director MV Shreyams Kumar.