Ad Campaigns
Cadbury Gems empowers kids to create musical masterpieces
Mumbai: Cadbury Gems, one of India’s oldest and beloved bite-sized chocolate brand, has launched a new campaign with Bollywood powerhouse – Tiger Shroff. One of the best ways children can express themselves and the joy they feel is through dance. However, in a time where age-appropriate music for kids is scarce, Cadbury Gems has created a super easy and fun digital platform that allows children to create their own music.
As a part of this innovative campaign, the brand has created a microsite – www.cadburygems.in which allows children to create music in easy steps. All they need to do is select atleast three unique Gems buttons on the screen to mix and match tunes of different genres and create a unique music track to dance to. In an added fun element, users who create the best tune will witness Tiger Shroff dance to their tunes. Additionally, there will be weekly winners in the campaign who can win musical instruments.
The Cadbury Gems #MyMastiMyMusic campaign film showcases today’s reality of children imitating and grooving to music which is not particularly appropriate for their age. It goes on to show a bunch of ‘Gems Kids’ who stop the inappropriate music and instead nudges the viewer to log on to cadburygems.in and create their own music which is suitable for children. It concludes with the announcement of the mega gratification which is Tiger dancing to the best tunes created by children.
Speaking about this campaign, Mondelez India VP marketing Nitin Saini said, “Cadbury Gems has always been about bringing that child-like masti and excitement to life for all. However, as a brand, we couldn’t ignore that there was not enough music for children to express their happiness and for them to dance to. Leading to conceptualization of #MyMastiMyMusic, which also addresses our brand’s larger objective to empower children to express themselves, be creative and embrace their colourful imagination. Through this innovative initiative, we hope to continue spreading joy, one musical note at a time.”
Actor Tiger Shroff, talking about this new association, said “I’m so excited to be a part of the Cadbury Gems family! Cadbury Gems is such an iconic brand and always reminds me to have a little fun. I am elated to be associated with them to bring this fun and unique campaign for children everywhere encouraging them to bring out their creative side through music.”
Ogilvy India chief creative officer Sukesh Nayak said “Today’s kids are exposed to music across genres. And they enjoy it without an understanding of what it means. But is it appropriate for them? It’s no fun to watch kids groove and dance to songs meant for adults. I am delighted to be partnering with Cadbury Gems to introduce a digital platform that not only addresses this problem, but also empowers children to create their own music to dance to.”
To bring this revolutionary platform to life, Cadbury Gems collaborated with the acclaimed musical director, Sameer Uddin. His expertise and passion for music were pivotal in crafting an engaging and accessible platform that resonates with children of all ages.
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.
