Cadbury Dairy Milk unveils the latest addition to its ongoing Generosity ad—a new brand film. This marks the second installment in the evolution of the Generosity platform introduced in 2022. The film beautifully captures a heartfelt moment of generosity between a politician and his bodyguard, showcasing the brand’s commitment to spreading kindness.
Cadbury Dairy Milk latest ad embraces sharing joy together
Cadbury Dairy Milk unveils its latest brand film within the ongoing Generosity campaign, marking the second chapter of the expanded Generosity platform introduced in 2022. This installment portrays a heartwarming moment between a politician and his bodyguard, emphasizing the brand’s dedication to spreading kindness.
The new film seeks to inspire consumers to break down power barriers, promoting equal treatment and wholehearted participation in others’ joyful moments. Spotlighting social asymmetry, the campaign aims to bridge the gap between the privileged and less privileged, advancing the brand’s narrative of ‘Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye.’
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The creative vision behind the campaign has been crafted by Ogilvy India.
Set against the backdrop of a rural Indian wedding procession, the film unfolds in a seemingly small town. A suited man, representing urban India, joyfully dances with the locals. As the story unfolds, it becomes clear that he is the groom’s employer, ecstatic to share in his colleague’s happiest moment. The film climaxes with a shared Cadbury Dairy Milk between the employer and groom, reinforcing the emotive theme of ‘Kisi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye.’ The campaign’s soundtrack underscores the message of looking beyond one’s reality and joining in others’ happiness.
What do experts have to say about this campaign?
Nitin Saini, VP- Marketing, Mondelez India, said, “As we unveil another heartwarming chapter in our Generosity campaign, we continue to believe in the transformative power of shared happiness. Cadbury Dairy Milk remains dedicated to breaking down societal barriers, urging everyone to actively participate in the celebrations of others. In doing so, we hope to inspire a world where kindness and generosity redefine the way we connect, one sweet moment at a time.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “We announced the new chapter in the brand’s Generosity story in 2022 with the Politician film. The follow-up to that needed to be sweeter and grander. We thought to ourselves – what’s better than a wedding situation to show melting of the power distance between an employer and an employee. It beautifully underlines the happy occasion and the action that the campaign intends to drive. So, the next time we are at a wedding we not just attend but whole heartedly participate in the celebrations, keeping aside all societal divides.”
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Conclusion
In conclusion, Cadbury Dairy Milk’s latest campaign, ingeniously conceptualized by Ogilvy India, not only showcases the brand’s commitment to spreading generosity and bridging societal gaps but also encourages a profound message of looking beyond one’s reality to share in the joy of others. The heartwarming brand film, set against the backdrop of a rural Indian wedding, beautifully captures the essence of ‘Kisi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye,’ urging consumers to break down barriers and treat everyone equally. As Cadbury Dairy Milk continues to evolve its Generosity platform, it leaves an enduring impression, inspiring us all to partake in the sweetness of shared moments.
