Ad Campaigns
Cadbury brightens up solar eclipse with ‘cookie-clipse’ ad on Inshorts
Mumbai: Homegrown English news app Inshorts came up with a creative on the app as a part of Cadbury’s ‘Cookie-Clipse’ campaign for its chocolate centre filled cookie- Chocobakes.
The app knitted an innovative ad format to commemorate the solar eclipse day that could not be observed in India. With the day (4 December) also being World Cookie Day, Cadbury in association with Inshorts helped users to witness this astronomical marvel through the help of a cookie on Snapchat’s AR filter.
The one-day campaign helped the brand to further create noise about their latest campaign and engage the tech-savvy millennials on the app. The ad opened up with a bright sun with the Cadbury Chocobakes box below it. The advertisement urged viewers to slide along the Cadbury logo to reveal the ‘cookie-clipse.’
As the users get intrigued they slide along the bar, which leads to a cookie emerging from the box and covering the sun that creates a perfect cookie eclipse. The click here button further pushes the user to know what it’s like to ‘cookie-clipse’ the sun for real. Upon tapping the button, users are diverted to snapchat’s AR filter on their smartphone, which when pointed towards the sun, hides it with a cookie to give them an eclipse-like experience in the sky.
Speaking about the partnered campaign with Inshorts, Mondelez India category head for biscuits and bakes Sunainika Singh said, “Cadbury Chocobakes loves celebrating the joy of discovery. The world Cookie Day, coinciding with the Solar Eclipse was a great opportunity for Cadbury Chocobakes center-filled cookies to give a nice surprise to delight our consumers. The Cookie-Clipse AR filter is an innovative interaction with our brand that will definitely find a sweet spot with consumers.”
The campaign generated a great response with 26 lakh impressions and reached over 16.6 lakh viewers with an impressive engagement rate of 17.08 per cent, the company said.
Speaking about innovation in the ad tech space, Inshorts national sales head Piyush Thakur said, “With the primary focus on creativity and innovation, the campaign was non-intrusive, interactive, and clutter-free – enabling Cadbury to reach out to its target audience unconventionally and exclusively while instilling excitement for its product.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
