![]() The #SilkSong music has been conceptualized by ace musician Clinton Cerejo. To accompany the product update and a refreshed packaging, Mondelez India rolled out its new communication with a digital-first approach. We’re confident that consumers will love the sweet twist added by these artists to their favorite #SilkSong,” he added. We’ve combined the immense popularity of Armaan Malik and Shirley Setia with the mass appeal of the Silk jingle to create some magic. “Digital is gradually becoming a lead medium for youth brands and we have seen consumers routinely express their love for our jingle on social media and therefore decided to gratify them with this truly special rendition. The new product has been enriched in shape and experience to make it more appealing and to deliver smoothness and creaminess, while retaining the signature Cadbury Dairy Milk Silk taste.” ![]() Prashant Peres, director – marketing (Chocolates), Mondelez India, said, “Over the years, Cadbury Dairy Milk Silk has seen innovations in line with our efforts to enhance the chocolate eating experience. It was monsoon, we lived on a hill station, ustad Sultan Khans song 'Piya Basanti re' would be playing on B4U channel along with this ad. This video conceptualised by Ogilvy & Mather in collaboration with Balancing Act showcases a rendition of the Silk Jingle by Bollywood singer Armaan Malik and YouTube star Shirley Setia. Mondelez recently rolled out a new music video for its premium chocolate brand – Cadbury Dairy Milk Silk.
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