MUMBAI: Cadbury Dairy Milk would be celebrating Friendship Day at a unique Cadbury Friendship Adda on 4 August at Sophia College, Mumbai. In association with MTV, a number of engagement activities, musical performances by college bands etc are planned. 

Popular Indie band The Raghu Dixit Project would be performing at the Adda. With the message of #RealDosti at the centre of the communication, Cadbury Dairy Milk will be taking the message of urging the youth to celebrate Friendship Day through digital innovations of contextual messaging on Youtube and having a Friendship Day filter on Facebook. The message would be amplified across youth touch-points, media elements and social platforms through Live sessions and engaging content. 

Mondelez India director – marketing (chocolates) Prashant Peres said, “The friendship day is a collective and one of the more popular occasions amongst the youth in schools and colleges. We wanted to use this as an opportunity to remind the digital savvy youth that Friendship Day could be a great opportunity to meet their friends in the real world. The thought is to get the youth off social media, and get them to meet, greet and wish friends in person this friendship day."

The launch of the limited edition Cadbury Dairy Milk will be supported by a communication campaign that includes a new TVC, as well as outdoor, print and digital campaigns targeting the brands core target audience i.e. youth.  The new TVC conceptualised by Ogilvy & Mather, Mumbai, begins with the scene of a college campus where two friends meet in the morning on friendship’s day. While one of the friends is busy responding to the friendship day messages on her phone, the other friend is immersed in relishing a Cadbury Dairy Milk chocolate that she has been gifted. A moment of realisation dawns upon her as she then hands over a Cadbury Dairy Milk to her friend as a gift, urging her to get off that phone and make real connections this Friendship’s Day.

Ogilvy & Mather ECD Neville Shah said “The world today is about digital connections. We've lost the pleasures of actual connections. Friendship day seemed like the right day to remind people that while the digital exists, it may be nice to meet your real friends in the real world. And placing Cadbury Dairy Milk at the heart of the story, implying that real friends celebrate together with a CDM.”