Cadbury has roped in Ogilvy India to create a Diwali campaign for its Celebrations brand. The creative duties of the Celebrations brand however , lie with the advertising agency Contract.
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.
Source: Bombay Adclub