New Delhi: Cadbury Bournville, the premium dark chocolate brand from Mondelez India, has launched a new campaign titled “Don’t Rush It,” encouraging consumers to slow down and savor the present moment. The campaign, conceptualized and executed by Ogilvy India, highlights the importance of mindful consumption and appreciating the rich, intense taste of Bournville.
The digital film showcases a thrilling heist in progress, where a group of skilled thieves meticulously plan and execute their operation. However, their carefully orchestrated plan is unexpectedly interrupted by the irresistible allure of Bournville dark chocolate. The film humorously portrays how the intense flavor of the chocolate captivates the thieves, forcing them to pause and savor each bite, delaying their heist.
“With Cadbury Bournville, we believe that life’s most meaningful indulgences aren’t meant to be rushed,” said Nitin Saini, Vice President, Marketing, Mondelez India. “In today’s fast-paced world, we want to inspire people to take a moment, be present, and truly savor the richness of their moments. This aligns with the preferences of discerning consumers who are seeking a balanced and fulfilling lifestyle.”
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Sukesh Nayak, Chief Creative Officer, Ogilvy India, added, “Bournville has a rich history of unique and witty advertising. We aimed to elevate this legacy with the ‘Don’t Rush It’ campaign while maintaining the premium, international imagery that Bournville is renowned for. Our goal was to make dark chocolate more desirable in India, which is primarily a milk chocolate market. The film perfectly blends a high-octane thriller with a humorous twist, effectively dramatizing the fact that Bournville’s intense taste deserves to be savored slowly and deliberately.”
The “Don’t Rush It” campaign underscores Bournville’s position as a premium chocolate brand that encourages mindful consumption and a deeper connection with oneself. By urging consumers to slow down and savor each moment, the campaign aims to elevate the chocolate experience beyond mere indulgence.
