MAM
Cadbury Gems brings in kids from across the nation to celebrate its birthday
Mumbai: Cadbury Gems, one of India’s oldest and much-loved chocolate button brands, hosted a one-of-its-kind virtual birthday party, inviting parents with their kids, from across the country.
The celebration was powered through a mobile-friendly interactive microsite that enabled kids to consume entertaining content, while playing micro-games. Cadbury Gems is also partnering with some NGOs to have the event unfolded in a few orphanages and celebrate the day with cakes & goodies.
With the pandemic and all the restrictions that came with it, kids have missed going to school, meeting friends and most importantly dampened the birthday spirit amongst children, something kids really love and look forward to. Cadbury #GemsBigBirthdayParty gave a chance to celebrate a special day online, said the brand.
Speaking on the success of the birthday party with Cadbury Gems, Mondelez India senior director – marketing, Anil Viswanathan said, “As a brand that has always been known for bringing alive masti and joy, we wanted to find a unique way to gift kids this experience and not let the pandemic get the better of their excitement. Over the last one year, celebrations have taken newer shapes courtesy the infinite possibilities that digital mediums offer. At Mondelez India, we continue to find these newer avenues of engagement that allow us to create meaningful moments of joy with our consumers.”
The unique party format not only got the children and their parents to be a part of a world record where thousands of them popped open a pack of ‘More Chocolaty Gems’ at the start of the event, but also engage with favourite animated characters like Chhota Bheem and child YouTube kids’ sensation ‘Aayu and Pihu’.
Commenting on the campaign, Ogilvy India, executive creative director, Neville Shah said, “Cadbury Gems is a brand that has stood for masti. And as a brand, we couldn’t just sit back and let one more birthday party be reduced to a simple video call. Especially ours. That’s where the idea stemmed from. The advantage was it was going to be online. We decided this was going to be the biggest, funniest, most colorful birthday party yet. We leveraged technology, made influencers seek invitations and showcased content.”
Wavemaker India, chief client officer and head – West, Shekhar Banerjee added, “We are in a world where birthday wishes over video calls is becoming a norm, but it is nowhere close to a big birthday party with so many experiences. Our challenge was to make sure we create an experience that is unique for families and their kids, especially those who have missed out on the fun of celebrating birthday parties during the pandemic. The response was overwhelming, lakhs of consumers registered for the event and enjoyed the party. Big enough to be called the biggest virtual birthday in the world as per Guinness World Records.”
MAM
Dettol launches new emotional campaign for Antiseptic Liquid
Heartfelt film celebrates mother’s instinct with the tagline “Nothing protects like Mom & Dettol.”
MUMBAI: Dettol has found the perfect formula for its latest campaign, a generous mix of maternal love and antiseptic care that’s sure to tug at every Indian heartstring. The iconic germ protection brand has rolled out a touching new campaign for Dettol Antiseptic Liquid built around the universal truth of a mother’s instinctive care. The film brings to life the simple yet powerful idea: “Nothing protects like Mom & Dettol.”
Set against the lively chaos of a shaadi ka ghar, the story follows a young boy who hurts himself but puts on a brave face to hide his pain. The moment he reaches his mother, she instinctively senses something is wrong. As she gently tends to his wound with Dettol Antiseptic Liquid, his guard drops, leading to a tender role reversal where the child ends up comforting his mother. The film ends with the poignant line, “Apnon ki suraksha ka mazboot sahara.”
The campaign reinforces Dettol’s timeless place in Indian homes as a reassuring companion in moments of vulnerability. It was conceptualised and written by Prasoon Joshi
, with an original track composed by Vishal Khurana K, sung by Javed Ali, and lyrics by Prasoon Joshi. Amit Sharma directed the film.
Reckitt EVP regional director for South Asia Gaurav Jain said the campaign captures the deep emotional bond between a mother’s instinct and Dettol’s protection. “This campaign encapsulates that delicate, human truth, a mother senses hurt even before it is spoken, and Dettol strengthens her ability to respond with care and confidence,” he noted.
Prasoon Joshi added, “When a child is hurt, the first instinct is to reach for their mother, their ultimate safe space. And in that moment, the mother turns to Dettol, something she trusts to protect what matters most.”
As the flagship product in the Dettol portfolio, the Antiseptic Liquid continues to offer unmatched protection for cuts and wounds, standing shoulder to shoulder with mothers through life’s small scrapes and bigger worries.
In a world full of flashy advertisements, Dettol has quietly reminded us once again that the strongest protection often comes wrapped in the simplest, most heartfelt moments, the kind only a mother and a trusted bottle of Dettol can provide.
