A creative Brand campaign hit the streets of Kolkata on Monday, 9th January 2012.
Cadbury the leader and winner of client of the year award in the Effie’s 2011 have once again hit the sweet spot.
The Objective:
After Kuch Meetha Ho jayee, ( encouraging families to enjoy cadbury’s post dinner) they have moved one chain up. They have gone directly to the meetha makers, ” Mishti” Makers, and have challenged them to think out of the box.
Objective: to somehow take the product Cadbury used along with Traditional Mithai’s.
The Game ( Competition)
Cadbury Mishti Shera Shrishti contest, is launched in association with ABP and The Telegraph, the two big Media brands of Kolkata.
The 9 sweet shop chains having 30 Outlets around the city are part of this campaign, and their task is to create Mishti ( Mithayee) by using Cadbury’s chocolate and showcase in their shops.
The Sweet Shops are asked to put their platters on display at their respective outlets for customers to walk in, have a bite and vote.
The most captivating thing about this competition is the way these 9 Shops have created the product from the Cadbury’s.
Flavors like, Kolaveri Di, Chocolate Free Kick, Mudpie Sandesh, Chocogolla,Chocolate Mohona, Choco Kumbha are among few of the innovative Mishti on display and open for Vote.
These shops have been given a toll free number and a person can vote 5 times per day for their favorite dish. The contest runs till February 5th and the winner ( counted on basis of vote) will be awarded Shera Cadbury Mishti Shera Shrishti.
For creating the Buzz and Hype, the Actresses Parno Mittra, June, Sreelekha Mitra and Arunima Ghosh along with actors Abir Chatterjee, Parambrata Chattopadhyay, Rudranil Ghosh, Kanchan Mallick, and singer Rupam Islam, are going to each outlet and sharing their favorite Mithai.
Also, the Nine contestant will go from door to door to distribute leaflets and request people to vote. Along with this, Hoardings, posters, pamphlets and announcements near the localities will be in full swing all along the Event. This will surely be a new experience for the public of Kolkata, and above all a great Brand booster for Cadbury’s.
This is the awesome display of what a Creative idea can do for a product.
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