Bhawana Anand, New Delhi
Feel shy in expressing love then 'Say It With Silk', says Cadbury Dairy Milk Silk in its new Valentine campaign. India's premium chocolate brand launched a new thematic campaign showcasing two young puppeteers craving an romancing for Cadbury Dairy Milk Silk. In association with Posterscope India, an OOH specialist agency, the brand crafted an affectionate story on OOH medium, targeting Urban Youth of 15- 24 years residing in large towns. The outdoor campaign started on 1st February and ended on the V-Day.
While explain the ideation and the strategy, Prashant Peres, Director - Marketing (Chocolates), Mondelez India explained, "Valentine's Day gives you a license to unabashedly proclaim your love. But we feel awkward to express our love for someone. We need some bit of hand-holding. This day can become truly special if we are enabled to express what we feel. Cadbury Dairy Milk Silk became the marker of Valentine's Day in India. Nudging people to playfully act and express their feelings. The rich chocolatey taste of Silk is ideal for melting people's inhibitions, letting them express their true feelings/affections. Cadbury Silk plays the 'cupid' in bringing people closer".
The campaign was deployed on the strategic mix of outdoor display formats to utilise the medium as an impact builider in the overall Media planning. The gamut of formats included large formats- Billboards & Gantry, Street Furniture like - Bus Shelters, Metro Translites and Ambient media avenues like - College kiosks, Corporate Park, etc in 40 + cities. The idea was to create high awareness of the "Say it with Silk" campaign among our TG.
"Valentines' Day offers a great opportunity for us as a brand to connect with our target audience and spread our message of love. This year, our focus was on relaying to the consumers, what is great about the product and at the same time encouraging them to 'Say It With Silk' to their special someone", added Prashant.
Created by Ogilvy & Mather, the creative of the campaign depicted affection with a male & female puppet on hoardings along with Cadbury Dairy Milk Silk and text saying 'What's Your Love Story', 'Say it With Silk'. To leverage the outdoor space, the agency planned to elevate the outdoor campaign impact with an innovation, developed with the usage Cut-outs & LEDs. The OOH agency extrapolated the creative on Vertical formats to give it a look of a guy actually trying to climb the Billboard in order to express his love.
"Working with a brand as iconic as Cadbury around an occasion as established as Valentine's day was truly a privilege. I say this with pride that Posterscope is honoured to be part of the 'Say it with silk' campaign", expressed Fabian Cowan- EVP Posterscope India.