Cadbury Choclairs Gold captures nostaligic memories via L&K Saatchi and Saatchi Mumbai
Mondelez India Foods Private Limited, recently launched a new occasion based TVC for Cadbury Choclairs Gold, India’s favorite center-filled chocolate éclair. As a part of the marketing campaign, Mondelez India has rolled out a new ad film conceptualized by L&K Saatchi and Saatchi. Backed by deep consumer insights, the new TVC targets the birthday celebrations segment with its ‘Birthday Pe Sirf Choclairs Gold’ campaign, encapsulating the nostalgic memories of celebrating birthdays at school marked by the custom of distributing Cadbury Choclairs Gold amongst teachers and students.
The TVC begins with two brothers leaving for school. The younger brother who plays the protagonist, appears to be apprehensive as he is celebrating his first birthday at a new school and has yet not made friends. The elder brother tries to cheer him up and hands over a Cadbury Choclairs Gold birthday pack to him. We see that, armed with a packet of Cadbury Choclairs Gold, the protagonist’s fellow students slowly gather around him, wishing him and picking up pieces of the gooey caramel and liquid chocolate candy. He is now happy with his peers and is further delighted when the school captain picks up a piece of Cadbury Choclairs Gold, calls him a champ and wishes him Happy Birthday! The film ends with the product shot of Cadbury Choclairs Gold birthday pack with the voiceover ‘Birthday pe sirf Cadbury Choclairs Gold, Kuchh Aur Nahi Chalega’.
Commenting on the campaign, Amit Shah – Associate Director – Marketing – Gum, Candy & Beverages said, “Cadbury Choclairs Gold has been synonymous with the occasion of celebrating birthdays in schools. The center-filled chocolate éclair has been a popular choice for birthday celebrations in schools – this despite never having actively invested behind the occasion. Backed by deep consumer insights, the TVC aims to drive the sales of Choclairs Gold Birthday Packs tapping on this consumption occasion. It also aims at bringing back those nostalgic memories of distributing Cadbury Choclairs Gold on birthdays.”
Delna Sethna, Chief Creative Officer, L &K Saatchi & Saatchi said, “Every brief is a challenge. The solution to this one was staring at us all along. Cadbury Choclairs Gold has always been a popular birthday candy brand, and the new TVC just reiterates this. Coated in gooey caramel and oozing liquid chocolate! It’s not just any ol’ candy, its 100 pieces of nostalgia crammed in to the Birthday Pack!!!”
Credits – Chief Creative Officer: Delna Sethna. Creative Team: Ketki Karandikar, Priyanka Prakash. Vice President: Priyanka Chatterjee. Account Management: Diana Wadia, Ankita Pandit. Agency Producer: Divyang Pandya. Account Planning: Meraj Hasan, Aditya Basole. Production House: Offroad Films. Director (Film): Abhijit Sudhakar. Executive Producer: Khalil Bachooali. Director (Film): Abhijit Sudhakar. Director of Photography: Jay Oz.