Cadbury Gems has launched a new campaign with actor Tiger Shroff. Additionally, the company has created a digital platform that allows children to create their own music.
Talking about the campaign, Nitin Saini, vice president, marketing, Mondelez India, said, “Cadbury Gems has always been about bringing that child-like masti and excitement to life for all. However, as a brand, we couldn’t ignore that there was not enough music for children to express their happiness and for them to dance to. Leading to conceptualisation of #MyMastiMyMusic, which also addresses our brand’s larger objective to empower children to express themselves, be creative and embrace their colourful imagination. Through this innovative initiative, we hope to continue spreading joy, one musical note at a time.”
Moreover, the Cadbury Gems #MyMastiMyMusic campaign film showcases today’s reality of children imitating and grooving to music. It goes on to show a bunch of ‘Gems Kids’ who stop the inappropriate music and instead nudges the viewer to log on to cadburygems.in and create their own music which is suitable for children.
The campaign is conceptualised by Ogilvy India.
“Today’s kids are exposed to music across genres. And they enjoy it without an understanding of what it means. But is it appropriate for them? It’s no fun to watch kids groove and dance to songs meant for adults. I am happy to be partnering with Cadbury Gems to introduce a digital platform that not only addresses this problem, but also empowers children to create their own music to dance to,” Sukesh Nayak, chief creative officer, Ogilvy India, added.
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