Cadbury strikes a cultural chord for latest campaign in Bengal
Cadbury Dairy Milk, in order to extend the ‘kuchmitha ho jaaye' campaign and increase relevance for the brand in sweet eating occasions in Bengal, teamed up with ABP ONE in 2012 to reinvent the campaign in the sweet capital of India – Calcutta. Mishti crazy Bengalis were introduced to the Cadbury Mishti- an adaptation of traditional Bengali sweets using Cadbury Dairy Milk as an ingredient- a new category of Mishti altogether.
Cadbury MishtiSheraShrishti in association with AnandabazarPatrika and The Telegraph is in its 3rd edition this year. Activated in February-March 2014, itis all about paying tribute to Bengal’s favourite sport- football. Though both mishti and football are very dear to the Bengali, yet the two are not usually coupled together on many occasions (except for ‘mishtimukh’ to mark celebrations after a victory) so the coming together of the two is a great but quirky/a ‘not so natural’ creation. Keeping the natural misfit in mind the creative expression of the campaign has been rendered as ‘Anashrishti’ with a tagline of ‘football and mishit ekianashrishti’
This year Cadbury Mishti is traveling to more places outside Calcutta and Durgapur e.g. Bardhaman, Asansol, Krishnanagar&Berhampore. Participating sweetshop outlets have increased from 55 last year to 100 this year which include iconic sweet makers like BalaramMullick, Ganguram, FeluModak, Nalin Chandra Das and Hindustan Sweets to name a few.
The campaign celebrates the best of World football remembering the all eight World Cup winning countries, ever: Argentina, Brazil, England, France, Germany, Italy, Spain& Uruguay. Each outlet has created eight special ‘Cadbury Mishtis’ celebrating each team, named as Argentine Magic, Brazilian Samba, English Freekick, SpanishTiki-Taka etc. Regional stars like ParnoMitra, Tanusree, Rupam Islam and others were roped in as ‘Captains’ of each team who campaigned for their team.
The campaign is promoted extensively through print, outdoor, locality posters, outdoor innovations, on-ground promotions in Malls etc, roadshows& digital media with star campaigners.
The consumer were asked to ‘score’ for their favorite mishti by dialing on a toll free numberand they received a call back on their respective numbers and werebe greeted with a voice over asking consumers to vote for their favorite team short code e.g. for Argentine Magic 1, for Brazilian Samba 2, etc. consumers can vote for their preferred code and score for their team.
There were some very interesting activities that had been executed keeping the core concept of ‘anashrishti’ in mind to engage the masses:
-Foosball games(hand played table football) at mishti shops with celebrity captains/endorsers
-These games also happened at the ROB locations where celebrities will travel to drive hype around the campaign
-Innovative ambient installation of giant mishit boxes at select malls in the city where random participants were engaged via a blindfolded penalty shoot-out challenge, spot prizes will be handed out
-‘Anashrishti’ tournament, a single day tournament where 8 city based colleges participated to play cricket with football instead of a normal cricket ball, this was a special highlight of this year’s campaign
-Few lucky consumers (to be selected via lucky draw from the database of missed calls received) will be flown to Brazil
-The campaign will be followed by an awards ceremony acknowledging and recognizing winners from the participating sweet shops who will be awarded as per culinary expertjudgment.
The campaign is completely handled by ABP ONE, the integrated marketing solutions wing of ABP, including conceptualization, planning, creative services and on-ground execution through a process of co-creation with Mondelez International and Madison Media.
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