Re-launched in 2008 after Cadbury acquired the Halls brand from Pfizer & Warner Lambert, Contract Advertising is tasked with building on an 'anything goes' platform. “Since Halls is very cooling as a candy, the plan was to push forward the idea from the first campaign,” said Baharath Sastry, associate VP of marketing for Cadbury India.
The ad plays on the “refreshing” attributes of Halls mints. The scene opens on a crowded railway station and zooms in on a bespectacled man enduring the sweltering heat. Feeling a slight itch in his throat, he pops a Halls candy into his mouth. A snowball then hits the man in the face and he discovers a polar bear approaching him. Soon, the man and the polar bear are dancing on the busy platform.
Credits:
Project Bear Hug
Client Cadbury
Creative agency Contract Advertising
Executive creative director Raj Nair
Creative director Manish Ajgaonkar
Director Ram Madhvani
Production company Equinox Films
Exposure Television
