Cadbury Silk - How Far Will You Go For Love? ❤️ (Valentine's 2021)
Agency
Team
Executive Creative Director: Neville Shah
Creative Director: Karthik Krishnan
Creative Team: Harsha Gharat, Prajakta Athavale, Nikita Deshpande, Saurabh Chaudhary, Maithri Warrier
Overview
Context
Problem
Chocolates have always played an integral part in love stories all over the world. And in India, the chocolate that goes hand-in-hand with romance has always been Cadbury Silk, by Mondelez.
Which is why, it comes as no surprise that Cadbury Silk earns its highest revenue as well as brand attention on Valentine's Day, every year in the past decade.
Valentine's 2021 was right in the middle of a global pandemic. Now the question was, how can Silk help couples celebrate the day safely yet delightfully, while also maintaining its market share and brand value?
My Role
As a Visual Designer, I played a pivotal role within the creative team, collaborating closely with the Senior Art Director to conceptualize and craft compelling digital assets for our campaigns. I contributed by visualizing ideas, refining concepts, and transforming them into captivating visuals that resonated with our audience. Additionally, I took charge of presenting initial ideas/concepts to both clients and our internal team, ensuring alignment with project goals and sparking enthusiasm for our creative vision
Impact
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Volume and Revenue Soar: Over the past decade, our growth trajectory has soared to unprecedented heights, both in terms of volume and net revenue.
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Traditional Trade Resurgence: After a five-year hiatus, Traditional Trade has roared back to life, achieving double-digit growth for the first time, symbolizing a resurgence in our traditional markets.
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E-commerce Explosion: Our online presence exploded, with e-commerce sales skyrocketing by an impressive 54%, underscoring our adaptability and dominance in the digital marketplace.
Case Study Video
The Campaign
We scripted, shot and launched six endearing love stories to inspire couples to go the distance for love on Valentine's Day.
and asked them -
Inspiring couples to go the distance
How far will you go for love?
Cadbury Silk stepped up and inspired young couples with ideas for celebrating Valentine's Day. But first, we took inspiration from the very same couples.
We took our audience's data from Google and Facebook to study their behaviour. We found what and how they searched, where their interest lay, and the various stages of their relationships.
Bringing these different data points together, we launched 6 love stories for Valentine's 2021, all carefully tailored to our audience.
Flims Released
The 6 films were released on digital and social media, TV and OTT/publisher platforms.
Flim Posters
Given the very cinematic vibe to the films, each one was also accompanied by a sweet 'movie poster' as well as Instagram stories that further drove the hype around each story.
