Cadbury Gaane Mishti returns with festive fervour for Season 4
The 6-week long campaign will culminate with a two-day Mishti Mela (Carnival) around the third weekend of April
After the success of the three seasons of Cadbury Dairy Milk Gaane Mishti Season, Cadbury Dairy Milk, in association with Anandabazar Patrika and The Telegraph is back with its fourth edition for the quintessential music and mishti lovers of Bengal.
As part of a campaign, over 142 outlets from different corners of Bengal have come together to recreate the age-old mishtis and home-made desserts of varied festivals using Cadbury Dairy Milk as the key ingredient.
Additionally, five folk songs from 5 vibrant festivals of Bengal that have lost in the sands of time have been recreated with modern musical instrumentation - a fusion replete with distinct regional cultural flavours.
Consumer engagement legs at the mishti outlets have been planned to take the campaign to the consumers. Tasting their favourite Cadbury mishtis from the different outlets, the mishti lovers can vote for mishtis of their favourite festival through a QR Code based voting mechanism available at the participating mishti outlets across Bengal and win exciting gifts from Cadbury Dairy Milk.
The 6-week long campaign will culminate with a two-day Mishti Mela (Carnival) around the third weekend of April where the artists associated with the campaign will perform live for the audiences on both days. Along with the performances, the consumers would also get a chance to indulge in savouring mishtis from the participating brands.
Nitin Saini, VP Marketing, India, Moondelez said, “West Bengal boasts of a rich cultural tapestry of music and cuisine, with Mishti being emblematic of this. For the fourth year, we aim to ride on the overwhelming success of the past Cadbury Dairy Milk Gaane Mishti seasons and elevate this year’s celebration by capturing the hearts and taste buds across generations, blending traditional sweets with modern twists and lesser-known folk melodies with contemporary arrangements.”
He added, “In Season 4 of the Cadbury Dairy Milk Gaane Mishti campaign, we have partnered with over 140 sweet outlets from various corners of Bengal to reimagine age-old Mishti, by bringing it together with the unforgettable sweetness of Cadbury Dairy Milk. Simultaneously, the campaign introduces a repertoire of lesser-heard folk songs deeply rooted in Bengal's cultural heritage, now revitalised with contemporary flair by talented music composers. Thus, truly weaving together tradition and modernity to create an unforgettable sensory experience with season 4.”
