ITV

Tag: Shekhar Banerjee

  • Men of Platinum’s Honourthe7 pays tribute to MS Dhoni’s enduring legacy

    Men of Platinum’s Honourthe7 pays tribute to MS Dhoni’s enduring legacy

    MUMBAI: As IPL 2025 sets the stage for another thrilling season, Men of Platinum unveils Honourthe7, a heartfelt tribute to cricketing legend MS Dhoni. This fan-powered campaign invites supporters to express their admiration for Dhoni in a unique and deeply personal way through a seven-word tribute.

    Building on the success of the Men of Platinum x Dhoni Signature Edition, the initiative transforms fan tributes into AI-generated video anthems, featuring the fan and their message an unforgettable digital keepsake to be shared across social media. The most compelling entries will win match tickets to select CSK games, offering a chance to witness Dhoni’s greatness live.

    With IPL fever at its peak, Men of Platinum is amplifying the campaign across digital, social, and print platforms, celebrating Dhoni’s management, resilience, and composure values that mirror the strength of platinum itself.

    To take the storytelling even further, the brand has partnered with Espn Cricinfo to launch an exclusive content series, Men of Platinum presents The Dhoni Legacy. Hosted by Raunaq Kapoor, the series features legendary cricketing voices including Anil Kumble, Tom Moody, Ambati Rayudu, Ian Bishop, and Sanjay Manjrekar who will share first-hand insights and personal anecdotes about Dhoni’s remarkable journey. Timed around key CSK match days, the series blends real-time match reflections with Dhoni’s defining moments, reinforcing his enduring legacy.

    In addition to the Honourthe7 campaign and The Dhoni Legacy series, Men of Platinum is rolling out fan-focused activations, including memes, superfan integrations, and digital tributes, creating an emotionally charged brand moment that resonates with CSK supporters.

    Platinum Guild International (PGI)-India consumer marketing director Sujala Martis shared, “The Dhoni Signature Edition is more than just a collection it’s a tribute to the values and legacy of a true icon. This IPL, as Dhoni takes the field once again, we are giving fans powerful new ways to express their admiration. Just like platinum, Dhoni’s legacy is rare and enduring and this campaign honours that spirit.”

    Famous Innovations group creative director Tenzin Wangdi added, “Honourthe7 is a collective tribute, written by those who have watched, cheered, and been inspired by a legend.”

    Wavemaker chief client officer Shekhar Banerjee stated, “We have transformed fan tributes into timeless digital legacies, ensuring Dhoni’s enduring influence and the Men of Platinum philosophy shine brighter than ever.” 

  • L’Oréal Paris and &TV collaborate to inspire hair care during festival celebrations

    L’Oréal Paris and &TV collaborate to inspire hair care during festival celebrations

    Mumbai: L’Oréal Paris announced a new initiative in collaboration with &TV, designed to emphasise the significance of a daily hair care routine during Indian festivals when everyone desires beautiful hair. In today’s challenging environment, prioritizing hair health amidst stress and fluctuating weather conditions has never been more essential. Since its launch last year, L’Oréal Paris has garnered significant appreciation and is now deepening its connection with the Uttar Pradesh market. To cultivate a loyal consumer base, L’Oréal has selected Angoori Bhabhi from &TV’s cult comedy Bhabiji Ghar Par Hai as its brand ambassador. This unique partnership will showcase a remarkable twist, as Angoori Bhabhi unveils her veil for the first time, revealing her long, shiny hair—a well-kept secret shared exclusively with viewers.

    The campaign features Angoori Bhabhi, celebrated for her relatable charm, confidently flaunting her beautifully hydrated hair, and sharing the benefits of the L’Oréal Paris Hyaluron Moisturise Shampoo, Conditioner, and Night Cream, with a focus on raising awareness about the importance of hair hydration, especially during the festive season. With her light-hearted appeal, she emphasizes the importance of regularly using this product trio to maintain soft, shiny, and vibrant hair. To amplify the campaign’s cultural relevance, L’Oréal Paris and &TV have woven this haircare routine into the storyline of the popular show Bhabiji Ghar Par Hai.

    Following this you will see, Anita and Angoori Bhabhi exchange hair care secrets in a special Karva Chauth episode, emphasizing L’Oréal’s Hyaluronic Moisturise haircare range as essential components of their festive self-care rituals while showcasing how hydrated, beautiful hair elevates their overall festive look.

    This integrated campaign will be promoted across Zee’s Channels. L’Oréal Paris reinforces its message of achieving healthy, hydrated hair while encouraging Indian women to embrace a daily haircare routine. The campaign empowers women to ‘unveil their true beauty with effortlessly natural, beautiful hair’ with L’Oréal Paris, underscoring the power of content-driven marketing to connect brands with their audiences.

    Commenting on the partnership, Ashish Sehgal, Chief Growth Officer – Digital & Broadcast Revenue, ZEEL, said, “Every character on Zee possesses a unique charm and narrative that fosters a loyal following over time. Among them, &TV’s Angoori Bhabhi stands out as one of our most beloved figures, wielding undeniable influence over millions across the HSM belt. Our collaboration with L’Oréal, featuring Angoori Bhabhi, allows us to weave a compelling story that resonates deeply with our audience, seamlessly integrating the brand’s message into the cultural landscape. With the strength of the Zee Network and our character-driven marketing approach, we aim to inspire millions of women to embrace hydration and consistency in their haircare routines with L’Oréal Paris. This initiative not only drives brand affinity and consumer engagement but also highlights the significance of self-care during festive celebrations.”

    L’Oréal Paris India general manager Dario Zizzi added, “At L’Oréal Paris, we believe that everyone deserves to have beautiful, healthy hair and flaunt it especially during festive occasions. This exciting partnership with &TV and Angoori Bhabhi allows us to connect with our consumers in Hindi Speaking markets on a deeper level, sharing the importance of a daily haircare routine with L’Oréal Paris Hyaluron Moisture range. Angoori Bhabhi’s unveiling of her ghunghat is a symbolic gesture, made in the spirit of empowering women through beauty backed by science, a cause that L’Oréal Paris has always been deeply committed to. We’re thrilled to be a part of this cultural moment, empowering women to be their best and celebrate their beauty with confidence.”

    Wavemaker chief client officer & office head, West, North & East, Shekhar Banerjee said, “Through this collaboration, L’Oréal Paris continues to empower women reminding them that self-care is not just a ritual but a celebration of beauty, especially during special occasions and encouraging them to embrace their natural beauty. This execution beautifully embeds L’Oréal Paris Hyaluron Moisturise range part of Angoori Bhabhi’s charm, we are not only connecting with viewers emotionally but also educating them about the benefits of consistent hair hydration.”

     

  • ZEE and Birla Opus Paints unveil content integration across diverse markets

    ZEE and Birla Opus Paints unveil content integration across diverse markets

    Mumbai: ZEE Entertainment has announced a partnership with Birla Opus Paints, marking a key deal in the Indian media and advertising space. Birla Opus Paints, a new player in the paints industry, is focused on building a strong brand presence across various markets. ZEE Network, with its wide reach in India and globally, offers the brand a platform to connect with its target audience.

    Birla Opus Paints has come on board as the co-title sponsor for ZEE’s flagship singing reality show, Sa Re Ga Ma Pa across Hindi, Telugu and as a co-powered sponsor in Tamil – further expanding its footprint across multiple regions. The collaboration goes beyond traditional sponsorships, as ZEE’s sales and brand integration teams have devised a unique and creative set of brand placements within Sa Re Ga Ma Pa. In line with the Opus brand’s creative ethos, ZEE has executed a unique network-wide innovation that cuts across both GECs and movie channels, ensuring that the brand’s presence is impactful and widely recognised.

    ZEEL chief growth officer – digital & broadcast revenue, Ashish Sehgal shared his excitement about the partnership: “Partnering with Birla Opus Paints, one of the most anticipated new entrants in the market, has been an incredible opportunity. With Birla Opus Paints joining us as the co-title sponsor on Sa Re Ga Ma Pa across Hindi and regional markets, we are amplifying their brand visibility with our initiatives. We’ve pushed the boundaries of creativity with a unique innovation, integrating their mascot into our content across multiple languages, ensuring that the brand’s presence is not only visible, but unforgettable. We look forward to collaborating with them in the future as well and hope the brand rises and shines.”

    ZEE CMO Kartik Mahadev emphasised the power of content in driving brand narratives: “At ZEE, we believe that content has the ability to create meaningful connections between brands and their consumers. Our partnership with Birla Opus Paints is a testament to this belief. Sa Re Ga Ma Pa connects cultures through the power of music with its presence across 8 language markets. By seamlessly incorporating engaging touchpoints on our iconic singing reality show, we’ve crafted a richer brand experience for Birla Opus across markets. We’re excited to collaborate with a brand that shares our vision for innovation and storytelling.”

    Birla Opus Paints CMO Inderpreet Singh spoke on the strategic importance of this partnership: “Birla Opus Paints wants to add beauty & colour to life of every Indian. ZEE Network, with its unmatched reach and content innovation, is a perfect partner to create meaningful connections with our consumers.”

    Speaking on the collaboration, Wavemaker India chief client officer & office head – West, North & East, Shekhar Banerjee said, “At Wavemaker, our commitment is to forge distinctive brand experiences for Birla Opus Paints and we’ve crafted something truly special in partnership with Zee Network. We thank Zee Network for breaking some well-established norms of television to create a partnership that delivers beyond standard sponsorship and also leverages their diverse portfolio of channels. This collaboration is the result of dynamic creative synergy, meticulously designed to be impactful and resonate deeply with our audience, ensuring Birla Opus achieves the visibility and impact.”

  • Cadbury Celebrations launches #CreatingMemoriesNeverClicked campaign

    Cadbury Celebrations launches #CreatingMemoriesNeverClicked campaign

    Mumbai: This Raksha Bandhan, Cadbury Celebrations introduces their heartwarming campaign, #CreatingMemoriesNeverClicked, allowing brothers to turn uncaptured moments into cherished keepsakes. Conceptualized at the heart of the irreplaceable sibling bond – full of unforgettable memories like playful teasing, or saving the last piece of chocolate – this campaign offers siblings a unique chance to express their love.

    With #CreatingMemoriesNeverClicked, the brand has rolled out a user-friendly microsite, where individuals can transform precious, undocumented moments from their memory into realistic photos. On the campaign website-www.cadburycreatingmemories.com, brothers can share their cherished memories that best define their bond with their siblings, along with accompanying photographs. Using cutting-edge technology, including AI and upscaling techniques, a personalized image of the memory is then recreated. Developed by Ogilvy India’s creative tech team, the site features facial restoration, out painting, and de-ageing to ensure a high-quality and enjoyable experience while adhering to ethical standards. Once produced, these images can be personalized and shared with siblings virtually or printed on a specially crafted Cadbury Celebrations box, making for the most perfect surprise on this joyous occasion.

    Mondelez India vice president of marketing Nitin Saini expressed his excitement about the campaign stating, “Each year we aim to capture the essence of sibling love and nostalgia, often focussing on the timeless memories shared between siblings.  Their bond is precious and unbreakable; they may fight, bicker and disagree, but at the end of the day, they care about each other fiercely. Raksha Bandhan celebrates this special connection, bringing siblings together to reflect and cherish what they have. Having shared so much of their lives, their relationship is filled with moments and memories that are wholly and truly theirs. Our effort with #CreatingMemoriesNeverClicked is to continue Cadbury’s tradition of enabling brothers to express their love and do something sweet for their sisters during Rakhi, and through this campaign, we want to help them relive their special moments and grow closer.”

    Ogilvy India chief creative officer Sukesh Nayak said, “There are albums and albums of pictures filled with special memories of siblings growing up together in every household. But still, some of these special memories often go unclicked. At Ogilvy, we believe in creating work that beautifully blends strong cultural insight with new-age technology, making it super relevant. So, this Rakhi we transformed the iconic Cadbury Celebrations box into a canvas that helps brothers create those unclicked moments which we always cherish. Making the Celebrations box almost like a time machine that helps siblings go back in time and create a moment never clicked as the most special gift this Rakhi for every sister.”

    Wavemaker India chief client officer & office head, West, North & East, Shekhar Banerjee said, “The blend of AI and emotions has opened up some great opportunities for us to transform last-minute giftee experience to a thoughtful gesture with the power of media. Leveraging a behaviour-based platform strategy to target brothers and cutting-edge media innovations, we are seamlessly integrating the communication across platforms to encourage brothers to play a more active role in a festival traditionally led by sisters.”

    #CreatingMemoriesNeverClicked builds on the TV commercial ‘Iss Rakhi, Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye,’ and embodies Cadbury Celebrations’ commitment to making every occasion special.

  • An OREO could be your ticket to space!

    An OREO could be your ticket to space!

    Mumbai: Imagine space travel being within your reach by just buying an Oreo cookie. This is exactly what we’re offering consumers with Oreo’s latest launch: Space Dunk cookies. Oreo—World’s No.1 and India’s favourite cookie brand—is giving consumers an opportunity to become the second Indian to go to space by simply buying and scanning an Oreo Space Dunk cookie pack. This limited edition pack will be available in the market during May & June of this year, and is an extension of a successful global campaign.

    India’s recent space exploration missions have captured the imagination of young and old across the nation. There is an increased curiosity and adulation for what the country has managed to achieve in the realm of space exploration. In the 40th year anniversary of the first Indian to go to space, Oreo is giving one lucky Indian the opportunity to experience space for themselves! Through this campaign, Oreo is giving billions of Indians a chance to make their dream come true with an out-of-the-world reward – a chance to become the next Indian in space.

    The special edition ‘Space Dunk’ packs with space themed cookies come with a QR code which, upon scanning, will redirect the consumer to a microsite – www.oreospacedunk.in – and give them a chance to be the first person to Twist, Lick, Dunk in space. The brand is partnering with Space Perspective to offer a chance to embark on a transformative six-hour journey to the edge of space in Space Perspective’s Spaceship Neptune—a pressurized capsule propelled gently by a SpaceBalloon™. Their reimagined spaceflight experience will allow the winner to safely enjoy unprecedented views of planet Earth with no special training required, no weightlessness and no heavy g-forces. The winner can also expect breathtaking views from the largest windows ever flown to space, a world-class meal and complimentary Oreo cookies, Wi-Fi and even a Space Spa with a bathroom — all the comforts of the world’s first Space Lounge. In addition to this, consumers can also win exclusive space related experiences at a reputed space center and luxurious stargazing experiences at Astroport Sariska.

    Speaking about this, Mondelez India VP- Marketing Nitin Saini said, “Oreo brand has always been synonymous with unlocking playfulness and through this campaign, we want to transport consumers to a place full of excitement and childlike curiosity!  All of us at some or the other point in time have wondered what it would be like in the outer space and I am very happy that as a brand we are able to offer an Indian a chance to embark on this journey and experience the grandeur of space.”

    Publicis Groupe, South Asia & Chairman – Leo Burnett , South Asia CCO Rajdeepak Das added, “Everyone of us has dreamt of going to space as a kid. And Oreo is on a mission to turn this dream into a reality. This literally ‘out-of-this-world’ experience needed a campaign that’s just as iconic. We have crafted a story which plays on Oreo’s iconic Twist, lick, Dunk, but with a cosmic flavour to capture the audience attention.”

    Wavemaker India chief client officer & office head, West, North & East Shekhar Banerjee said, “We are elevating the ritual of Twist, Lick and Dunk to newer heights with this initiative. By leveraging cutting-edge tech and immersive experiences across media channels, we are making this extraordinary opportunity a tangible reality. As our campaign unfolds, expect quite literally some out of the world experiences as we get the nation to suit up for space.” 

    To celebrate the launch, Oreo is releasing a captivating film that takes the brand’s iconic proposition, Twist, Lick, Dunk, on a spacewalk! Witness a simple yet dramatic narrative that reimagines the classic Oreo ritual with a touch of space-age wonder. The campaign will be supported by elements across social, print, outdoors and  travel apps.

  • Colgate urges consumers to take a smile break this IPL season

    Colgate urges consumers to take a smile break this IPL season

    Mumbai: As millions of us are glued to the all-new season of Indian Premier League (IPL), Colgate-Palmolive India’s campaign “Indian Sweets League” works as a clever reminder to do something we often miss after the celebrations; brushing our teeth at night. Indian Sweets League is a unique collaboration with JioCinema & Indian Premier League (IPL) as part of Colgate’s #BrushTonight initiative aimed at raising awareness about oral health.

    We have all had that moment, hooked to our TV screens munching on food, as the stadium roars in anticipation. The last ball is bowled, deciding the fate of the match. We jump with joy and are ready to celebrate the win with a yum dessert.  

    With cricket legends Suresh Raina and Zaheer Khan leading the charge, “Indian Sweets League” takes forward the narrative of encouraging consumers to adhere to the crucial practice of brushing teeth before bedtime after indulging in sweet delights.

    The campaign promises to deliver a mix of fun banter, match predictions, and a focus on night time brushing. The campaign encourages viewers to take a ‘strategic timeout’ every night to brush their teeth, thus ensuring a winning smile.

    Colgate-Palmolive India EVP marketing Gunjit Jain said, “The last thing that millions of Indians put on their teeth is sugar, not toothpaste. This behavior gets heightened during the IPL season as Indians watch with rapt attention while munching on snacks, and ending it with a sweet celebration as their team wins the match. Our new campaign reminds IPL-loving Indians to enjoy cricket, but also protect themselves from cavities by taking a strategic time-out to brush their teeth at night.”

    Wavemaker India, GroupM chief client officer & office head, West, North & East Shekhar Banerjee said: “Our task is to drive behaviour change at scale and this idea with IPL on JioCinema had the power to influence close to 50% of urban India every night. With contextual messaging for every match we have created the perfect mix of right time and right message that reminds every fan to brush at night.”

    Each IPL match night will see a new edition of the “Indian Sweets League”, adding an extra layer of excitement to the cricket viewing experience. So, as you cheer for your team’s victories, do not forget to #BrushTonight.

    You can catch Colgate’s “Indian Sweets League” every night during the IPL matches on JioCinema. Join in the fun, enjoy the matches, savour your favourite sweets, and remember to always end your day on a high note with a winning oral care routine.

  • This summer vacation, make new friends with Tang’s new campaign!

    This summer vacation, make new friends with Tang’s new campaign!

    Mumbai: Tang from Mondelez India, is to announce the launch of their innovative campaign centred around fostering kids’ creativity this summer- ‘Tang Summer Break Bestie’. It is an exciting campaign which promises an engaging and interactive experience for parents and their kids. Based on the insight that children may often experience boredom during their summer break as their friends are away travelling, the ‘Summer Break Bestie’ aims to bring a difference to the school break and introduce a refreshing take on summertime fun. Through this campaign, which features the popular television actress – Shruti Sheth, the brand aims to stir every child’s creativity by giving them a chance to create their bestie with the help of unique animations.

    By simply scanning the QR codes on the Tang packs and visiting www.tangindia.in- Children along with their parents can embark on an imaginative and fun journey to create their unique bestie aka friend-like avatar for the summer. Whether it’s a panda, an alien, a wizard or even an astronaut, the possibilities are immense with over 1.25 lac possible combinations. Kids can engage in various fun activities such as skipping, dribbling, cycling, and jumping jacks with their besties and capture these memorable moments. Not only will this campaign ignite the spark of creativity in kids, but parents can also share the heartwarming clips on various social media platforms using the #TangSummerBreakBestie with an opportunity for participants to win exciting prizes and rewards this summer.

    Speaking about Tang’s creative campaign for the summer vacation, Mondelez India vice president- of marketing Nitin Saini said, “Summer, with its promise of freedom and fun with friends, turns into a period where children are always eager to experience moments of laughter and adventure with their friends. However, they might get separated from their buddies due to other travel plans during this crucial downtime. So, we saw an opportunity to bridge the gap and bring the perfect summer companion to life for children, which also serves as a great opportunity for them to bond with their parents during the break. With a commitment to infuse fun and excitement, we are happy to introduce the new campaign ‘Summer Break Bestie’ for the young hearts yearning for a fun-filled summertime. A child’s imagination is endless, and we are excited to see the avatars these kids will create to enjoy their summer break.”

    Bates India group creative directors Pashyn Sethna and Pranav Bhide added “Summer vacation means 24×7 fun. But it also means friends travelling away and boredom creeping in. So as a brand that champions kids’ break time, the challenge was to keep the fun going all summer. Tang’s ‘Summer Break Bestie’ is an interactive new platform for kids and parents to come together and create their virtual BFF. Using their imagination, kids can design their own characters, going up to over 1,00,000 combinations! The idea brings alive summertime activities like playing, learning, dancing, reading and more, that kids can engage in throughout the summer. For the campaign, digital, social and influencer channels will spotlight this unique coming together of tech and kids’ imagination to defeat summertime boredom.”

    Wavemaker India’s chief client officer & office head, West, North & East Shekhar Banerjee also mentioned “With simple and easy-to-access tech, we are enabling kids to create memorable experiences when they are locked indoors during peak summers. The objective is to drive engagement through various media touchpoints and effectively strengthen Tang’s association with summer.”

  • Cadbury 5 Star has created a ‘Time-Travel Device’ to skip Valentine’s Day entirely!

    Cadbury 5 Star has created a ‘Time-Travel Device’ to skip Valentine’s Day entirely!

    Mumbai : Taking its philosophy a step further for Valentine’s Day this year, Cadbury 5Star is set to transform 14 February with a bold new campaign that will take the day of love out of the equation. Cadbury 5 Star has consistently supported individuals who feel disenchanted with Valentine’s Day and prefer to spend the occasion doing nothing. Building on the success of last year’s endeavor to help escape the mush, the brand along with its volunteers will introduce the ‘time travel vessel’, with a mission to Erase Valentine’s Day. On 14 February three brave volunteers will embark on a mission to fast forward the day from their timelines, with the entire world invited to witness the spectacle through an event which will be live streamed for all.

    Commenting on the campaign, Mondelez India VP- marketing Nitin Saini said, “Cadbury 5 Star is an embodiment of bold cheekiness and mischief, and the current campaign will meet a new level of whimsy by doing the impossible – Erase Valentine’s Day. Since last year escaping Valentine’s Day was just not enough for some, we wanted to break the mush meter altogether for the 5 Star fanatics, and fast forwarding the day seemed like the only way to accomplish the mission while also offering a rollercoaster ride of laughter and endless banter. We hope this first-of-a-kind voyage with 5 Star will be a successful one with the mission as a new ray of hope for singles who will hopefully join us as Mission Engineers to make this collective dream come true.”

    Cadbury 5Star has embarked on this mission in partnership with the legendary space scientist Nambi Narayanan, to introduce a unique ‘time travel vessel’, a ship named F.N.S. Cringe Vinash, that will be sent to cross the International Date Line between American Samoa and Samoa at exactly 11:59pm on 13 February 2024 thereby crossing the 24-hour threshold and setting foot into 15 February, 12:00am – the local time on the other side of the International Date Line thus, skipping 24 hours of Valentine’s day in a single minute! The volunteers who will embark on this momentous journey will symbolize the spirit of all those who wish to erase Valentine’s Day from their calendars this year. These volunteers, equipped with an abundance of Cadbury 5Star treats, will indulge in these delightful confections and Do Nothing as they journey through time.

    Ogilvy India chief creative officer Sukesh Nayak added, “5 Star has been surprising audiences every year with crazy digs at Valentine’s Day. But this time, when Karunasagar Sridharan proposed the idea of literally erasing the day using time travel, we instantly knew that this was going to be bigger than anything we’ve done, and a mammoth task to pull off. Fortunately, the Ogilvy Experiential Marketing Team lead by Krishnakant Mishra managed to move mountains and get a ship to the middle of the Pacific Ocean, and our Ogilvy teams have orchestrated everything from a detailed live stream event in the middle of nowhere to a mission control room, and to add to the craziness, they’ve even brought in a legend like Nambi Narayanan to explain the science behind the mission. Every ‘do nothing’ campaign on 5 Star has been loved by audiences and we are looking forward to the buzz our latest installment generates.”

    Wavemaker India chief client officer & office head Shekhar Banerjee mentioned, “When it comes to building an anti-culture narrative, we know that one-size-fits-all approach just won’t cut it. Disrupting popular norms and triggering conversations requires a unique and differentiated approach to media. For this mission, we teamed up with some cool influencers as our hosts, carefully chosen to help us achieve our goal. As a countdown to the time-machine launch we will see diverse media touchpoints building anticipation for the D-Day. So buckle up and brace for impact as Cringe Vinash is about to rewrite cultural narratives like never before. Stay tuned for an unforgettable experience.”

    Conceptualized by Ogilvy, the brand has released an ad film announcing the mission and asking viewers to sign up as ‘Mission Engineers’ by visiting the mission’s website – www.erasevalentinesday.com. According to the website, Mission Engineers will get to play a ‘key role in making history’ – they will get to virtually connect with the control room during the event on 14 February and will even get to contribute LIVE to certain decisions taken by the crew.

  • This Valentine’s Day, Cadbury Silk merges the magic of love and power of AI

    This Valentine’s Day, Cadbury Silk merges the magic of love and power of AI

    Mumbai: This Valentine’s Day, Cadbury Silk, India’s favourite premium chocolate from Mondelez India, plays cupid once again to highlight some unforgettable love stories around us. Elevating the celebration of love to new heights, the brand has introduced an innovative and interactive experience that allows couples to weave their significant moments of love into a heartwarming tale of love and affection, brought to life with cutting-edge generative AI technology.

    To add the cinematic magic to this campaign, Cadbury Silk has joined forces with acclaimed filmmaker Zoya Akhtar who brings in her expertise to help couples craft their cherished moments into beautiful memoirs. Being the curator of contemporary love stories, she will contextualise and breathe life into the special moments capturing the essence of love in its most authentic form. Consumers can simply scan the QR code on Cadbury Silk packs, leading them to an exclusive website where they will need to answer some interesting questions that will help in curating their unique love stories with personalized avatars, which will be featured in the animated movie.  The AI module will seamlessly weave these elements together to craft a visually stunning and emotionally resonant story.

    Speaking about this, Mondelez India VP – marketing Nitin Saini said, ” Cadbury Silk continues to reign as the ultimate curator of Valentine’s Day celebrations. We believe the priceless romantic moments are not always the expensive ones, therefore with this campaign, we wanted to celebrate the everyday magic of a deeper and meaningful love and create a platform for couples to express their unique stories in a truly personal and heartwarming way. The idea was to create an experience that couples could revel in by watching a movie on them, by them and gush over the cute moments that are a testament of their love. The collaboration with Zoya Akhtar adds an extra layer of creativity, ensuring this campaign will be an unforgettable celebration of the diverse and beautiful stories that make each love story unique. Combined with the power of technology, this collaboration will bring love stories to life that is bound to touch hearts.”

    Akhtar added, “I am excited to be part of Cadbury Silk’s Valentine’s Day campaign. Collaborating on this campaign will allow me access to a lot of unique love stories that varied couples share. I will also get to craft these moments into beautifully animated short films through the magic of AI.  It’s fun to be able to capture and share the essence of these special experiences in a new way. I look forward to adding my touch of creativity to make this Valentine’s Day unforgettable for everyone involved.”

    The brand has also launched a new ad film featuring Akhtar embodying the spirit of love that Cadbury Silk is known for.

    Ogilvy India CCOs Kainaz Karmakar & Harshad Rajadhyaksha added, “Where there’s love, there’s a story. And there can’t be a better gift than your story made into your own AI movie. When Akshay Seth came to us with the ‘Story of Us’ we instantly loved it, but the execution was a challenge. It involved a partnership between Cadbury Silk x Zoya Akhtar x AI x Disney+Hotstar x Millions of personal stories! Since this is the first time customized AI video generation at scale is being attempted, it took a lot for all the moving parts to come together but they finally have. The interface, with Zoya Akhtar as your guide nudges you to dig into your story and pull out the best nuggets. Then AI will turn that into a mini movie featuring Avatars of the two of you. The best stories will feature as an anthology on the streaming platform Disney+Hotstar”.

    Wavemaker India chief client officer & office head Shekhar Banerjee said, “Over the years, Cadbury Silk has leveraged technology to create unique and memorable experiences during Valentine’s Day. This year, we are taking it up a notch by transforming everyday moments of love into cinematic experiences, powered by AI and Zoya Akhtar. These AI-curated stories will be amplified through strategic media partnerships and personalized content collaborations with leading OTT and music platforms, as well as brand experience zones. Our ultimate goal is to make every couple’s Bollywood dream come true. As a result, we are excited to collaborate with top industry players to deliver unparalleled romantic experiences that will leave a lasting impression on our audience”.

    Ogilvy India’s Creative Tech Team, led by Rajneesh Bolia, is using a proprietary tool to convert simple text input from the consumer into lovable character animations featuring the consumer. Built in-house to deliver personalized videos of moments shared by consumers, the team has successfully automated this unique AI-driven solution that is probably the world’s first in terms of use-case for a brand, the scale and the way it is automated and implemented.

    Selected videos from the campaign will be featured on the streaming platform Disney+Hotstar, allowing consumers to share their love stories with a wider audience.