The 60-second creative ad film conceptualized and executed by O&M features two young adults living in the moment and enjoying the small pleasures of life. The innocent and joyful act of playing in the snow and getting lost in the moment is symbolic of the brand's philosophy that it is the simple pleasures in life that make us a truly warm, connected and joyful society.
in today's day and age, in the move towards success and economic
progress it is exactly these things that we tend to miss out on.
Through this light hearted, visually stunning and evocative film,
Cadbury Dairy Milk wants to unlock moments of irrepressible joy,
since they fundamentally believe that it only takes a small nudge to
Over the years
Cadbury Dairy Milk has launched some iconic TVCs, with the most
recent ones being on the theme of 'Shubh Aarambh'. While in the
past each of these TVCs was occasion related, the brand's latest
proposition of 'Free the Joy' is all about listening to what your
heart tells you to do and living in the moment. The larger objective
of the brand is to 'casualize' chocolate consumption and let
consumers know that they don't need to wait for a special occasion
to enjoy a special treat.
Pandey's team led the creative execution of the TVC, Amit Trivedi
composed the music. Both the lyrics and music play an extremely
important role in promoting the brand's new message of living and
To ensure that the
impact of the powerful lyrics does not get lost in translation,
special care was taken to translate the lyrics into the four southern
languages and Bengali. The TVC however, does not drift away from the
tagline of the product 'Kuch meetha ho jaye' which highlights the
essence of joy which Cadbury Dairy Milk can always be associated