Cadbury Silk - How Far Will You Go For Love?
Be it the little things, grand gestures or cute candid moments between couples, Cadbury Dairy Milk Silk is no stranger to love and romance. Silk's proposition of #HowFarWillYouGoForLove puts emphasis on the effort one takes in a relationship for a magical romantic outcome and that's exactly what the new TVC was all about.
For the launch of Cadbury Silk's new campaign and TVC, my team and I created something unique and stayed true to Silk's ethos of innocent love.
The film was launched on Instagram with the 'help' of 8 top Indian Instagram influencers. They collaborated remotely and passed an umbrella among each other so it could reach the film's protagonist. With this umbrella, he could now go far for love.
The entire journey and experience can be viewed here: https://www.instagram.com/p/CBKheBaglSU/
The original stories can be seen on Silk's Instagram (on mobile)
Highlight: https://www.instagram.com/stories/highlights/17876605807690036/
Highlight: https://www.instagram.com/stories/highlights/17876605807690036/
The umbrella has become the symbol of love in this campaign and its presence is felt on all of Silk's social media pages - as is seen in the display picture, the bio, as a purple umbrella emoji in conversations with the fan base and more.
Social media content
Launch activity - case study video:
Sing It With Silk - Instagram AR Filter
The Silk Song is an iconic track we've come to know and love for the past decade. For this new campaign, the TVC introduced a slower, more mellowed version of this song.
We gave our fans the platform to share their voice with us by singing this new version - via an AR Instagram Filter/Effect that doubled up as a virtual Karaoke exercise.
Press and coverage
