Ad Campaigns
Cadbury Dairy Milk unveils heartwarming tale in second Generosity journey installment
Mumbai: Cadbury Dairy Milk released its new brand film as a part of its ongoing Generosity campaign. It is the second installment for the new dimension of the Generosity platform that was introduced in 2022 with a touching film depicting a generous moment between a politician and his bodyguard.
With the new film, the brand continues to encourage consumers to melt the power barriers and treat everyone equally while wholeheartedly engaging in their happy moments. Over the years, Cadbury Dairy Milk has been spotlighting the social asymmetry and aims to bridge the gap between the haves and have-nots in our society– one heartfelt story at a time thus, evolving the brand’s narrative of ‘Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye’.
Commenting on the new film, Mondelez India VP- marketing Nitin Saini 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.”
Ogilvy India chief creative officer Sukesh Nayak added, “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 wholeheartedly participate in the celebrations, keeping aside all societal divides.”
This heartwarming film unfolds against the backdrop of a wedding procession in a seemingly small town in rural India. A man in a suit stands out as he dances exuberantly with the locals in the baaraat, clearly representing urban India amidst the local attendees. As the story progresses, it is revealed that the dancing man is the employer of the groom, who is overjoyed to be present in the happiest moment of his colleague’s life. The film then cuts to a beautiful moment of the employer and groom sharing a Cadbury Dairy Milk while everyone dances away to glory, yet again underlining the emotive thought of ‘Kisi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye’. The campaign’s soundtrack accompanies the film, driving the message of looking beyond one’s reality and being a part of others’ happiness.
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.
