Ad Campaigns
Dairy Milk & MTV host Friendship Adda, release TVC
MUMBAI: Cadbury Dairy Milk would be celebrating Friendship Day at a unique Cadbury Friendship Adda on 4 August at Sophia College, Mumbai. In association with MTV, a number of engagement activities, musical performances by college bands etc are planned.
Popular Indie band The Raghu Dixit Project would be performing at the Adda. With the message of #RealDosti at the centre of the communication, Cadbury Dairy Milk will be taking the message of urging the youth to celebrate Friendship Day through digital innovations of contextual messaging on Youtube and having a Friendship Day filter on Facebook. The message would be amplified across youth touch-points, media elements and social platforms through Live sessions and engaging content.
Mondelez India director – marketing (chocolates) Prashant Peres said, “The friendship day is a collective and one of the more popular occasions amongst the youth in schools and colleges. We wanted to use this as an opportunity to remind the digital savvy youth that Friendship Day could be a great opportunity to meet their friends in the real world. The thought is to get the youth off social media, and get them to meet, greet and wish friends in person this friendship day.”
The launch of the limited edition Cadbury Dairy Milk will be supported by a communication campaign that includes a new TVC, as well as outdoor, print and digital campaigns targeting the brands core target audience i.e. youth. The new TVC conceptualised by Ogilvy & Mather, Mumbai, begins with the scene of a college campus where two friends meet in the morning on friendship’s day. While one of the friends is busy responding to the friendship day messages on her phone, the other friend is immersed in relishing a Cadbury Dairy Milk chocolate that she has been gifted. A moment of realisation dawns upon her as she then hands over a Cadbury Dairy Milk to her friend as a gift, urging her to get off that phone and make real connections this Friendship’s Day.
Ogilvy & Mather ECD Neville Shah said “The world today is about digital connections. We’ve lost the pleasures of actual connections. Friendship day seemed like the right day to remind people that while the digital exists, it may be nice to meet your real friends in the real world. And placing Cadbury Dairy Milk at the heart of the story, implying that real friends celebrate together with a CDM.”
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.
