Ad Campaigns
Mondelez India gives a ‘bubblegummy’ twist to Cadbury Dairy Milk Silk
Mumbai: Chocolate major Mondelez India has added another product under its premium chocolate segment, Cadbury Dairy Milk Silk Bubbly Bubblegum. As the name suggests, this new entrant from the house of Cadbury Dairy Milk Silk combines bubblegum flavoured pink chocolate with the outer layer of Silk in its patented ‘Bubbly’ shape.
The launch is supported by a 360-degree integrated marketing communication campaign titled #BubbledUpWithFun, which includes a TVC and digital film crafted by Ogilvy India that keeps the fun quotient alive.
“The idea came from the product,” Ogilvy India senior executive creative director Neville Shah said, talking about the brand film. “The pink retro bubblegum world was something we instantly turned to. A love story from the 80s. Music from the 80s. The taste from the 80s. All of which is still so relevant. We even took the 80s to the Silk track. The fun, the pop, and the sweetness of a love story – perfectly created this world.”
The brand also collaborated with gen-Z celebrity Sara Ali Khan and other social media influencers to create fun Instagram Reels to further bring alive the campaign proposition of #BubbledUpWithFun. This was coupled with impactful in-store visibility and outdoor activation.
“As a brand constantly mapping evolving preferences, the introduction of the Silk Bubby Bubblegum reiterates our commitment towards creating unique eat experiences in sync with emerging needs,” stated Mondelez India vice president – marketing Anil Viswanathan. “This innovation takes the playfulness of the Cadbury Dairy Milk Silk Bubbly, a notch higher, helping us redefine the chocolate category and provide another indulgent and relishing avatar of the silky, smooth Cadbury Dairy Milk Silk.”
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.
