Hazelnut is relatively unfamiliar to Indian consumers

Cadbury Dairy Milk Silk has brought full pout to bear in a campaign spot pitching Silk Hazelnut.

Created by Ogilvy Mumbai the ad challenge, said the agency, was that Hazelnuts are relatively unknown in India. “To bring alive the USP, the Ogilvy creative team highlighted the best part about the consumption experience,” said a statement. “The best part of the consumption experience was the inclusion of whole hazelnuts. Every bite makes you pout!

And so in the 30-second spot they lay the pout on heavy – though our handsome young man takes it as a prompt to give the girl a kiss.

“We tell the new ingredient story by bringing alive the eat experience,” said Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy West.

Adding that, “every time the girl takes a bite she looks like she is pouting to kiss. Making the ‘Kiss me’ jingle feel like it was written for this one.”

Ganapathy Balagopalan, Head of Planning, Ogilvy West said, “Hazelnut is relatively unfamiliar to Indian consumers. So, we have given consumers something unique to remember and desire- the new Silk Hazelnut, ensuring it continued to be true to core promise of Silk indulgence. The creative does this using a clever device that is both cheeky and charming.”


Creative Team: Zenobia Pithawalla, Mihir Chanchani, Hemant Doke
Account Management Team: Prakash Nair, Smita Padmanabhan, Shruti Paranjpe, Richa Priyadarshni
Account Planning Team: Ganapathy Balagopalan, Jasmeeta Agarwal
Production House: Breathless Films
Director: Vinil Mathew
Executive Producer: Swadha Kulkarni
DOP: Pancho Alcaine