MUMBAI: Kicking off the new year, Cadbury Dairy Milk Silk has introduced another delicious novelty - Silk Hazelnut that is an irresistible combination of rich creamy chocolate and whole Turkish hazelnuts. Ogilvy has created a brand campaign for that.

Hazelnuts are unknown in India - this was the challenge.  How do we tell another irresistible story with an unknown ingredient? To bring alive the USP, the Ogilvy creative team highlighted the best part about the consumption experience. The best part of the consumption experience was the inclusion of whole hazelnuts. Every bite makes you pout!

Link: https://we.tl/t-ODszwTxPXU

Ogilvy West senior executive creative director Zenobia Pithawalla said, “The new Silk Hazelnut comes with whole hazelnuts from Turkey. We tell the new ingredient story by bringing alive the eat experience. The inclusion of whole hazelnuts makes you pout while you devour the chocolate. So every time the girl takes a bite she looks like she is pouting to kiss.  Making the 'Kiss me' jingle feel like it was written for this one.   When consumers in India think premium ingredients, they think almonds, cashews, walnuts. Hazelnut was nowhere in the picture.”

Ogilvy West head of planning Ganapathy Balagopalan said, “Hazelnut is relatively unfamiliar to Indian consumers. So, we have given consumers something unique to remember and desire- the new Silk Hazelnut, ensuring it continued to be true to core promise of Silk indulgence. The creative does this using a clever device that is both cheeky and charming.”