Valentine’s Day has become a “meetha” success for us: Anil Vishwanathan, Mondelez India


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Valentine's Day has become a "meetha" success for us: Anil Vishwanathan, Mondelez India

Valentine’s Day has become a “meetha” success for us: Anil Vishwanathan, Mondelez India

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Viswanathan, VP Marketing, Mondelez India, outlines the company’s creative strategy behind the success of the Valentine’s Day campaign

Mondelez’s Valentine’s Day event for Cadbury Dairy Milk Silk and 5 Star stands out among a series of equally fun activities on the special day of love. The campaign created by Ogilvy and executed by Wavemaker is a thoughtful and well-executed integration of creativity, technology and core brand concepts.

Both campaigns have generated a lot of buzz with exciting outdoor advertising strategies, and both brands appear to be teasing in prime locations, giving couples and singles in love a moment of joy.

However, Cadbury Dairy Milk Silk decided to go higher and further than ever, inviting a young couple to enjoy a dinner date in the Metaverse for the first time ever in India. exchange4media.com spoke with Anil Viswanathan, VP of Marketing, Mondelez India, about the philosophy behind the campaign, creative strategy and the overwhelming response.

Edited excerpt:

What was the agency’s creative brief for the Valentine’s Day event?

Every Valentine’s Day, we find ourselves between two groups of people — couples who plan their day’s love by the minute, and singles who want to escape all the chaos. At Mondelez India, we wanted to do something different and cater to both sides of the same coin – couples and singles in our Valentine’s Day event.

We’ve been spending Valentine’s Day with Cadbury Dairy Milk Silk since 2015, pushing young hearts to express their love, trying to go beyond the norm and make their partner special. Meanwhile, for the Cadbury 5 Star, this is the second year we’ve used the opportunity to make singles feel special too and incorporated it into the back of our larger “do nothing” proposal. Our briefs for both brands are simple.

For Cadbury Silk, we want young consumers (ages 14-25) who are the core consumers of the brand to stand up and celebrate their love by making their partner blush. We know that our target audience includes young adults and teens who often celebrate Valentine’s Day in secret, and we intend to help them create custom messages and share them with someone special. We implement this idea by introducing real-time personalization with augmented reality, enabling consumers to leave a bespoke secret message for their loved one by scanning Cadbury ads in TV, newspapers and billboards. This is further complemented by the new Heart Pop Pack – a strawberry-flavored pink heart surrounded by a deliciously silky Cadbury Silk chocolate, making the joy of sharing secret love messages even more vivid.

For Cadbury 5 stars, based on the “do nothing” proposition, our briefing is an interesting take on the plight of singles who are being asked time and time again their scariest question – “What’s planned this Valentine’s Day” How can they get out of this dilemma with a creative answer? By injecting humor and quirks, we hope to integrate the use of “no coin” in the most creative way possible.

How was the ambush between Silk and 5 Star planned? What was your initial reaction to this idea?

While Cadbury Silk has been talking to people in love, Cadbury 5 Stars decided to create an opportunity for singles to truly own the occasion. By doing this, we were able to build a contrasting message between these two brands in our chocolate portfolio to talk to all kinds of lovers, single or in relationship, during Valentine’s Day. Our campaign for Cadbury 5 Star works in tandem with CDM Silk’s programme as it targets a completely different group by offering a perspective that appeals to singles.

The events received a positive response from the audience. how do you feel?

Diwali and Raksha Bandhan are two of our biggest and most successful occasions to date. However, this year’s overwhelming response set a new record for Valentine’s Day, and the brand team is very grateful for all the love our campaign received this year.

Numbers aside, this year’s Valentine’s Day is even more special because both of these contrasting events are dominated by technology. For the first time, we used personalized AR technology for CDM Silk, allowing consumers to send secret messages. For Cadbury 5 Star, we created special scannable packaging to give consumers the chance to win a vacation at Cintacor Island (aka My Cousin’s Wedding). One step ahead, we even set up a fake embassy where they process visas to visit “my cousin’s wedding”.

During the first week of the campaign, more than 70,000 people scanned the special Cadbury 5-star pack, and couples made 1.1 million secret message video cards for each other using the special Cadbury Silk Heart Pop pack. Overall, we were very pleased with the response we got. Valentine’s Day was indeed a “meetha” success for us.

Aside from the OOH ambush, what is an effective media plan for the event?

Cadbury Silk’s #HowFarWillYouGoToMakeThemBlush campaign is further supported by partnerships with the likes of Spotify, where users can create custom playlists featuring unique hidden voice messages from their respective partners, accessible only by both. And Cadbury 5-star Valentine’s alibi campaign also expanded offline with fake embassies and partnerships with various influencers and media platforms.

What was the impact and engagement of the digital portion of the event?

Cadbury Milk Silk

  • Created 6.1 million+ secret message video cards on Silk website and other partner platforms like Jio, Paytm, etc.
  • As of February 24, the campaign has reached 163mm on social media and 360mm in impressions
  • On Google, the campaign received 165 MM reach, 222 MM impressions and 40 MM+ views

5 stars Cadbury

NothingCoin Website Metrics

  • Packet scan reports over 66,689
  • 8 million coins mined
  • Mining minutes – 2.5 million hours of mining to date
  • As of February 24, the campaign has reached 190mm of reach and 587mm of impressions on social media
  • On Google, the campaign had 136mm of reach, 177mm of impressions and 42 million pageviews.

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