In Bengal, one of the biggest traditions is mishti. The repertoire of these sweet meats is infinite and everything on earth seems possible when it comes to the renowned mishti shops of Bengal.
Cadbury Dairy Milk, in its endeavour to become an intrinsic part of Bengal’s culture, embarked on an initiative with ABP Group called Cadbury Mishti Shera Shrishti. As part of this campaign, well-known mishti shops were invited to create mishti using Cadbury as its main ingredient.
The journey, which started in 2011, has seen some amazing creations of Cadbury mishti by the talented mishti makers of Bengal. The creations are themed around various aspects of Bengal’s culture, including football, cricket, cinema, politics, and more.
Just add music
A Bengali’s love for music is unfathomable given the fact that he/she is spoiled by choices with innumerable genres, titles, artists, and renditions. Music in a Bengali’s life is comparable with another passion point — the mishti — the rich assortment of which is difficult to find elsewhere.
In its 10th year, Cadbury Mishti Shera Shrishti took up a musical encounter: Gaane Mishti (music in sweets). This was a tribute to the sweetness beyond the obvious of Cadbury Mishti. Gaane Mishti presented a blending of two passion points of Bengalis — mishti and music — in an exciting, engaging, and evocative manner. Gaane Mishti explored the creative minds and hands to innovate signature Cadbury mishtis around the theme of the songs that the consumers had never experienced before.
Cadbury Dairy Milk Gaane Mishti presented 10 popular Bengali songs across 10 different genres of Bengali music using 10 music videos featuring 11 prominent artists of Bengal.
Around 80 mishti outlets in Bengal engaged in creating innovative Cadbury mishtis. The consumer experienced “gaan bhalobeshe khaan” — listening to their favourite gaan (songs) and enjoying Cadbury mishti!
A quiz on mishti and music was organised at neighbourhoods to engage with the consumers to popularise the activity.
A choco chef contest was run digitally to inspire consumers to create their own desserts with Cadbury. Food bloggers and micro-influencers intrigued sweet-toothed Bengalis to create desserts with Cadbury.
The campaign culminated with the mishti mela (carnival) over a weekend around Poila Boisakh (Bengali New Year, which is celebrated around mid-April), where the artists performed live for the audiences who indulged in the fantastic sweet meat creations at the carnival.