Cadbury Celebrations, the chocolate gifting range from the Cadbury stable, has churned up a new concoction.
The creative duties of the Celebrations brand lie with Contract, but Ogilvy India has been roped in to create a Diwali campaign for this year. Sources close to this development inform that there was a round of presentations between both the agencies for this project.
Ogilvy handles a major chunk of Cadbury products, including Cadbury Dairy Milk, 5 Star, Perk and Bournvita. Contract, on the other hand, handles the creative duties of the small candies portfolio, comprising Eclairs, Eclairs Crunch, Halls and Bubbaloo. Interestingly, Contract was initially roped in to handle the packaging assignment for Cadbury Celebrations and then brought onboard to handle the entire brand.
Speculation at the moment is that the project given to Ogilvy may eventually pave the way for permanent shifting of the account.
Over the years, Contract has done various campaigns to highlight the brand’s positioning. Film actor, Amitabh Bachchan was also brought in as the brand ambassador a few years ago. One may recall the ‘Lalten’ commercial released by Contract a while ago. What Ogilvy’s take on Celebrations will be remains to be seen.