MUMBAI: Cadbury Celebrations has been an integral part of festivals in India, being one of the favourite gifting options. This year, we decided to embark on a new journey. Be part of the festival of Eid. But it wasn’t that easy. Eid is a festival where food and sweet is shared and gifted. Food is intrinsic to the festival. And that’s also the best part of the idea. To acknowledge that in this festival, even called ‘Meethi Eid’, how does one carve out a space for another sweet that is essentially not present. The answer was simple. By saying exactly that. ‘Alag kahan hai. Meetha toh meetha hota hai’. 

"We had to put our trepidation in the idea itself. The uncertainty of whether this is the right gift or not was at the heart of the tension of this film. A couple who is unsure about their gift. Till they are redeemed by the host who not just accepts the gift, but makes it part of the festival", says Neville Shah, Executive Creative Director, Ogilvy West.

The digital film features a stellar cast, including Rajit Kapoor, Lubina Salim, Asif Basra and Leena Baloodi. Apart from the digital film, Mondelez plans to take up various OOH and other digital interventions to drive home the point that Cadbury Celebrations is just as good an option in gifting during Eid.