Embrace #RealDosti, Mondelez India urged youngsters this Friendship Day via integrated campaign

The chocolate maker went old school to choose the medium for celebrating friendship but married it with digital to reach out to youngsters buried deep inside their smartphones

The Digital Age is upon us, second by second notifications on our smartphone ensure we do not miss out on anything. So much so that the concept of friendship has been turned upside down, it’s less about shared experiences and more about shares, likes, and smiley emojis. Digital savvy youngsters are more prone to sharing #FML moments on their public feeds, than talk to a real friend!

Social networks are the new wellness spas, and come Friendship Day, feeds begin swarming with popular friendship quotes. To add to that, brands targeting youngsters get into a friendship frenzy too. Nearly all brands want to friendzone this rather tough-to-understand young demographic. But, one brand made an attempt to celebrate Friendship Day in its true spirit.

Mondelez India, makers of Cadbury Dairy Milk, went old school to choose the medium for celebrating friendship but married it with digital to reach out to youngsters buried deep inside their smartphones. The chocolate major rolled out #RealDosti, in partnership with media agency Carat India and its creative agency Ogilvy India, ensuring the message was sent across all digital touchpoints.

#RealDosti sought to use Friendship Day as an opportunity to remind the digital savvy youth that Friendship Day could be a great opportunity to meet their friends in the real world. “The thought was to get the youth off social media, and get them to meet, greet and wish friends in person this Friendship day,” Mayank Bhatnagar, Senior Vice President, Carat India said.

Looking to promote the chocolate as a sweet messenger of friendship, the brand launched its TVC #RealDosti starring two friends, one of whom is engrossed in her phone, wishing her virtual friends. She soon realizes the utter pointlessness of it all, when her real friend gifts her a Cadbury, and they end up with plans to celebrate the day together.

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 for any FMCG brand in India and a global first for Mondelez International. Facebook filter as a feature has maximum organic reach on the platform, “The concept of seeding the filter as a symbol of celebrating Friendship Day and get a huge organic outreach yielded the brand tremendous earned media,” Suyash Dongare, Strategist – Planning and Strategy – Chocolates revealed.

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. The team found popular genres creating relevant communications for about 20 youth genres like Comedy, Movies and music. “Vogon targeted videos saw reach of more than 10 million audiences.”

Besides, Zomato and BookMyShow were also part of the occasion based targeting, given the popularity of these apps as go-to options for deciding hangouts. “We prioritized our presence in the high impact inventory like Collections and ticket booking pages.”

Additionally, Ogilvy developed an array of digital content conveying the idea of #RealDosti. Social Influencers and college ambassadors activated through POPxo helped the brand video to trend on Instagram. Content also shared about the new flavours introduced in interesting gifs.

Friends share chocolates with you. BEST FRIENDS snatch it away from you and eat it alone ! ❤️ Can’t believe it’s been more than 8 years knowing these crazy bunch of people and @sanamrajani it’s been more than 20 years I guess ! It has always been an amazing time with y’all ! Though we all be busy in our lives, we know that we will be available for each other whenever required! Happy Friendship day ! Stay with me forever ❤️ #RealDosti #PlixxoXCadbury #PlixxoBlogger #Plixxo #PlixxoByPOPxo @plixxo @popxodaily #nagmaa #ohmygorg

A post shared by OH MY GORG! © || Nagmaa (@nagmamirajkar) on

“We executed high impact properties like Hotstar Masthead  and Truecaller Brand takeover which helped the brand garner more than 27 million and 146 million impressions respectively. These impact properties had communication which was salient to the occasion as well as inventory,” Dongare shared about the additional digital initiatives to connect to the youth.

Meanwhile, #RealDosti was also smartly targeted to the youth through WIFI inventories at popular hangout places like McDonalds, Dominos, Café Coffee Day, Pizza Hut, etc. This video was played to the consumers as they were latching  on the free internet at these youth hotspots.

#RealDosti also created “the Adda” for college students across Mumbai. Along with youth entertainment brand MTV, Cadbury Dairy Milk celebrated Friendship Day at Cadbury Friendship Adda on Friday, 4th Aug at Sophia College, Mumbai. The day was full of several fun and engagement activities along with musical performances by college bands and popular Indie band The Raghu Dixit Project . “Cadbury Friendship Adda saw attendance of more than 500 college students,” Bhatnagar revealed.

The Raghu Dixit Project performing Live at the Cadbury Friends…

The Raghu Dixit Project performing Live at the Cadbury Friendship Adda. What fun, music and laughter celebrating #RealDosti. MTV India

Cadbury Dairy Milkさんの投稿 2017年8月4日

Engaging. Integrated. Content-rich.

Friendship Day is one of those days that are difficult to own. Brand managers and marketers can only dream about a communication theme that helps them stand apart from the crowd, as well as drive home the message to a youngster’s inner circle of friends. The idea of pulling Gen Z out from their smartphone world onto the real world, as the product plays the ‘catalyst’ in Friendship Day celebrations, has made for a memorable campaign in #RealDosti.

Moreover, the extensive targeting driven by digital consumption behaviour of Gen Z has ensured that #RealDosti was both ‘in your face’ and also entertaining on all fronts, online and offline. The campaign has smartly walked the tight rope of driving home its message on a busy day like Friendship Day, with Cadbury Dairy Milk as the lead protagonist.

#RealDosti has the right mix of creative, media and message to make an impact in these cluttered times. Some dope for FMCG brands looking to woo Gen Z!