Conceptualised by Ogilvy & Mather, the TVC introduces new ‘Shots with Friends’ shareable pack from Cadbury Dairy Milk
BestMediaInfo Bureau | Delhi | August 7, 2012
Cadbury Dairy Milk Shots is launching a new TVC to introduce the Rs 10 pack called ‘Shots with Friends’. Featuring filmmaker Anurag Kashyap, the TVC beautifully captures the spirit of friendship by showing a group of friends bonding and celebrating with Cadbury Dairy Milk Shots. The Bollywood connection and the audition theme lend a unique and fresh flavor to the TVC making it easily identifiable and enjoyable, especially for the youth.
The TVC hit screens across the nation on August 1, 2012 and ispresent across 60 television channels.
Speaking on the launch of the new TVC Chandramouli Venkatesan, Director, Snacking & Strategy, Cadbury India, comments “The bite size format of Cadbury Dairy Milk Shots allows it to be an easy alternative to ‘snacking’. The new TVC captures the essence of the product aptly- sharing among groups of friends, and further builds on the brand’s core message of celebrating small but significant occasions with Shots.”
Abhijit Avasthi, National Creative Director, Ogilvy India adds, “The Shots proposition of ‘mann mein ladoo phoota’ has been a resounding hit with the youngsters. To talk about the ‘Shots with Friends’ pack we decided to build on the same with the slant being on a group of friends wishing for something fantastic instead of an individual. Also, we thought it would be sweet and charming to tell the story with a group of girls instead of making it male-centric. It’s turned out much funnier than we had imagined and Anuraag Kashyap’s cameo is the icing on the cake.”
The opening of the TVC shows Anurag Kashyap struggling to find the perfect actresses to cast in his upcoming film. As he sits in a café describing his dream cast on the phone, he realizes they are much closer than he expected. The young group of girls on the neighboring table is ecstatic, to say the least, when they hear the director describe someone that looks exactly like them. The ‘chocolate ladoos’ that are a part of each character’s thought bubble act as the ‘sweet’ metaphor that symbolize and connect the range of positive emotions they experience. The closing VO summarizes the mood of the TVC, “Dosto ke saath kuch meetha ho jaye.”
kuch meetha ho jaye or wish puri ho jaye
Even if Anurag has done this ad as a favor for someone, he is off the artist roll call in my book.