Cadbury Dairy Milk pays an Ode to Tamil Nadu and its icons with the Launch of its new campaign “Cadbury Iniya Kondattam”
India, April 25, 2023: Cadbury Dairy Milk, India’s favourite chocolate brand, has announced the launch of their latest campaign Cadbury Iniya Kondattam. With this initiative, the brand aims to celebrate the Pride of Tamil Nadu by paying an ode to its local icons. The campaign will feature candid, fun, and nostalgic conversations between Celebrity Chef and Food Historian Rakesh Raghunathan and 5 iconic celebrities from diverse backgrounds. During the conversations, each celebrity will take you down the memory lane, sharing their sweet journey through life, their roots, and favourite food, which will culminate into Chef Rakesh creating each celebrity’s favourite tsweet with a surprise Cadbury twist.
The campaign is brought alive by cricketing legend Dinesh Kartik, actress Priya Bhavani Shankar, rapper and singer Arrivu, actress and singer Sivaangi Krishnakumar, and renowned chef Damu and in association with The Hindu group. From Dinesh Kartik’s Chocolate Paal Halwa to Chef Damu’s Chocolate Pongal, the Cadbury creations named after the celebrity that inspired it will be available across bakeries and eateries in Tamil Nadu till end of May.
Speaking about the campaign, Mr. Nitin Saini, Vice President, of Marketing, Mondelez India said, “The one thing that’s consistent across everyone’s childhood is the memorable taste of Cadbury Dairy Milk. And till date, India’s favourite chocolate continues to weave moments of joy for its consumer. Straddling this thought, the campaign aims to bring the Chennai consumers closer to their beloved stars with Cadbury Dairy Milk as the common thread, binding them with their stars’ wonderful and flavorsome journey. Further, adding a twist by celebrating every celeb’s favourite food with their fans. We are thankful to Dinesh Kartik, Priya Bhavani Shankar, Arrivu, Sivaangi Krishnakumar, and Chef Damu for their candor and coming on board for this initiative. We are sure that the conversations will inspire people to learn from their highs and lows to ultimately lead a meetha journey. We believe this is the beginning of a longstanding relationship with the consumers of Tamil Nadu.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, commented, “Cadbury Dairy Milk has always prided itself on being a ‘fabric of the nation’ brand. When Ogilvy conceptualized this idea, we wanted it to be a truly authentic and sweet celebration of the culture and people of Tamil Nadu. And what better way to do that, than by creating a first-of-its-kind IP for Cadbury Dairy Milk called ‘Iniya Kondattam’ – A sweet celebration. A series of five episodes where TN’s popular celebs chronicles stories about their favourite local sweet, hosted by a celebrity chef.”
Shekhar Banerjee, Chief Client Officer & Office Head – West, Wavemaker India, added, “Under the micro marketing strategy focused towards unlocking a culturally rich state of Tamil Nadu, Cadbury Iniya Kondattam is here to celebrate the unique fusion of Tamizh pride with the sweet taste of Cadbury Dairy Milk. In partnership with The Hindu, the cultural beacon of Tamizh pride, this year we are celebrating the success stories of local legends who have tasted success in their fields and on their own terms! We cannot wait for everyone to witness this cultural celebration of Tamil legends as they recount their inspiring journeys to stardom and share their heart-warming memories.”
The special Cadbury creations will be available for consumption across 50 outlets in Chennai including Writer’s Café, French Loaf, Hot Breads, Ganga Sweets and Sangeetha Veg Restaurant.
YT Link to the Teaser: https://www.youtube.com/watch?v=zdLZX8uZNts&t=19s
