MUMBAI: Mondelez India, part of Mondelez International, a leading global snacking powerhouse, partnered with Carat India to launch an innovative campaign to celebrate Friendship Day on 6 August.

Titled “#RealDosti”, the campaign promoted Mondelez’s flagship brand Cadbury Dairy Milk amongst the digitally-engrossed youth of today who have forgotten the taste of the real world.

Consequently, the brand in partnership with its media agency Carat India and its creative agency Ogilvy India, built the campaign on the concept of “Adda”. For the record, an “Adda” is an informal conversation among a group of people, often for hours at an end, and usually accompanied by food.

As part of the campaign, Mondelez joined hands with MTV India to create “the Adda” for college students across Mumbai. To celebrate Friendship Day, the “Adda” was held at the Sofia College on August 4. The celebration featured popular MTV Youth Icons interacting with Gen Z and ending with a performance by the ‘Raghu Dixit Project’, a contemporary Indian folk band based in Bangalore.

Interestingly, in an attempt to get the digitally addicted youth out into the real world to experience this ‘live’ campaign, Carat India activated maximum digital touch points where the youth spend most of their time.

The campaign was launched on Facebook by creating a profile picture filter of Cadbury, a first-of-its kind for CPG brands in APAC and Globally for Mondelez. Carat also partnered with Google to kick start the latter’s global innovative concept Vogon in India. Through Vogon, a contextual video targeting programme, Cadbury Dairy Milk activated contextual messaging on popular genres consumed by youth on Youtube.

Meanwhile, #RealDosti is also smartly targeted the youth through WIFI inventories in Mcdonalds, Dominos and Café Coffee Day, amongst others. Carat also activated Zomato and Bookmyshow with precise messaging for the youth who are highly dependent on popular apps for culinary and cinematic exploration.

Additionally, Cadbury Dairy Milk and Ogilvy also developed an array of snackable digital content, sourced through multiple popular social handles for increasing consumption and ‘sharability’.