Cadbury 's winning combo for Bengal: Football with a dash of'Mishti'
By Nabamita Chatterjee - April 07, 2014
Cadbury in its new campaign for Dairy Milk has decided to indulge the people of Bengal with two of their hot favourites- Football and \'Mishti\' or sweets. OOH was one of the key media vehicles for the engaging campaign.

According to the brand, the objective behind the campaign was to combine both'mishti' or sweets and football which are very dear to the Bengali community, though the two are not usually coupled together on many occasions (except for'mishti mukh' to mark celebrations after a victory). Given the apparent misfit , they have rendered the creative expression of the campaign as'ANASHRISHTI' (meaning queer) with a tagline of'football and mishti eki anashrishti'( 'Football and sweet what a strange idea!'). The campaign celebrated the best of World football remembering the all eight World Cup winning countries, ever: Argentina, Brazil, England, France, Germany, Italy, Spain & Uruguay. Each outlet (out of a total of 100 outlets) has created eight special'Cadbury Sweets or Mishtis' celebrating each team, named as Argentine Magic, Brazilian Samba, English Freekick, Spanish Tiki-Taka etc. People were invited to taste the sweets and to vote for the most liked sweet item. To engage more people with the campaign, voting system have been created by dialing Toll-Free 1800 200 9441 (lines open 24x7) and the lucky draw winner is to be picked from among the'voters', who will get to fly to Brazil to see this World Cup.

Further, the brand, in order to extend the'kuch mitha ho jaaye' campaign and increase relevance for the brand during sweet eating occasions in Bengal, teamed up with ABP ONE to reinvent the campaign in Kolkata, the sweet capital of the country. According to the brand, Bengalis were introduced to the Cadbury Mishti- an innovative adaptation of traditional Bengali sweets using Cadbury Dairy Milk as an ingredient- a new category of sweet or Mishti altogether. The campaign, titled 'Cadbury Mishti Shera Shrishti in association with Anandabazar Patrika and The Telegraph' used relevant themes to connect with consumers and ensure Cadbury Mishti's prominence in the consumer mind space. According to the brand, over the three years, the category growth numbers have constantly increased. Consumer behavior studies have also reportedly reflected how successfully Cadbury Dairy Milk has gained acceptance as another variety of mishti, thereby bridging the gap between Cadbury and'Meetha' in Bengal. With Cadbury Mishti, Cadbury Dairy Milk has surely struck the right,or rather a sweet chord, with the sweet loving people of the state.
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