ABP & Cadbury launch ‘Muhurtora’ Campaign with Prosenjit

For the last 12 years, Cadbury through its unique campaign CadburyMishtiSheraShristi has rolled out activations in Bengal indulging the people of Bengal with varied passion points - football, elections, marriage, cinema, music and more. Nudging the sweet-eating culture, the brand has ingeniously woven its magic into the hearts of the people of Bengal. And how! 

With innovative creations that opened up a whole new world of ‘Mishtis’, Cadbury Mishti - a fusion of Mishtis & Cadbury Dairy Milk - the campaign right from its inception has become an absolute favourite, with its fandom escalating year on year. 

In the thirteenth year, Cadbury has announced its exciting new campaign, Muhurtora Hok Aaro Mishti (meaning : Let moments get even sweeter). This time the brand has collaborated with the megastar Prosenjit Chatterjee to reinvigorate Bengal’s love for mishti in a way that’s unique and filled with sweetness to its core. Conceptualised by ABP One - the brand solutions division of ABP, the campaign is rooted in the very essence of Bengal’s mishti eating culture and tradition that is intertwined with daily life and transcends the connotation of being a mere culinary delight. 

The film encompasses the aspect of how every special moment or celebration in Bengal is incomplete without mukh-mishti (muh-meetha). The campaign ropes in Prosenjit Chatterjee who acknowledges that the taste of sweet moments and memories not just linger in our mouth but touch our heart as well. Chatterjee shares a truly special moment - his son’s homecoming. He explains how every moment turns out to be sweet with his son around. Preparing for a sweet welcome with Cadbury Sondesh, he is seen excited. 

Prosenjit Chatterjee, shares “Cadbury Mishti Shera Shristhi has surprised Bengal with its innovative adaptations of traditional Bengali mishti for over 12 years now. Being a huge fan of Cadbury mishti, I am super excited to be associated with the campaign this year, and cannot wait to try out the amazing creations. Shooting for the film ‘Muhurtora Hok Aaro Mishti’ was fun. Depicting a sweet moment with my son, the film has all my heart! Do watch and melt your hearts with the taste of varied Cadbury mishtis.”

Vikram Karwal, Senior Director Marketing Chocolates, Mondelez International, shares, “Muhurtora Hok Aaro Mishti campaign ropes in Prosenjit Chatterjee as a parent and showcases a page from his life that reflects the innate emotions of a father on son’s homecoming. From reminiscing nostalgic memories to arranging his favorites - Cadbury & mishti, the film hits on sweeter notes aptly. We hope the campaign will resonate well with our audience and nudge them to try innovative Cadbury mishti creations and make their moments sweeter.”

Over the years popular mishti brands have been associated with the Cadbury Mishti campaign. This season, they will be seen recreating traditional mishtis that are nothing short of nostalgia. From Cadbury Mihidana Tart, Cadbury Rosomalai, Cadbury Milk Cake, Cadbury Makha Sandesh to Cadbury Labangalatika & more - 140 mishti outlets from 80 brands have come together to create magic with a fusion twist! Leading mishti chains from Kolkata namely Nalin Chandra Das & Sons, Gupta Brothers, Hindusthan Sweets, New Kalpana Mistanna Bhandar, Rakshit Sweets, Mishtanna, Mishti Mukh and others along with Sova Sweets, Suravi Sweets, Mishti Stories, Saha Sweets, Sweets Centre, Asha Sweets, , Mitali Sweets, Amrit Sweets, Guru Sweet n Snacks, New Shri Vrindavan Sweets and more from rest of Bengal have joined in.

Consumer engagement legs at the mishti outlets are also planned to take the campaign to the consumers. Tasting Cadbury mishtis from different outlets, the mishti lovers can vote for mishtis through a QR Code based voting mechanism available at the participating mishti outlets across Bengal and win a chance to meet Prosenjit Chatterjee. Every week one lucky winner will get the pass for the special Meet & Greet. A Whatsapp Chatbot has been activated too to redirect the consumers to the mishti outlets and drive votes.

Speaking about the campaign, Oommen Thomas, National Head - ABP, shares, “The past years have brought us phenomenal success. And we have always worked towards ensuring a fresh approach, year on year. Cadbury Dairy Milk as a brand has always believed in offering experiences that indulge in joy & smiles. We built upon the brand’s core messaging of Kuch Achha Ho Jaye, Kuch Meetha Hojaye, and presented the sweeter side of emotions that’s best savoured with mishti (meetha).” 

As the 6 week long campaign rolls out, a two-day mishti mela has been planned in the earlier phase to let people get a glimpse of the mishti creations. The campaign will culminate with appreciation of the efforts of the mishti brands for their outstanding creations, and the much-awaited Meet & Greet with Prosenjit Chatterjee.