Mishti is a traditional Bengali treat, and since 2011, Cadbury has teamed up with ABP Group for a campaign 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 creations are themed around various aspects of Bengal’s culture, including football, cricket, cinema, and politics, and in 2021, the first season of Cadbury Dairy Milk Gaane Mishti introduced the element of music.

The campaign found engagement and acceptance amongst the people of Bengal, which led to Season 2, Cadbury Dairy Milk Gaane Mishti Jugalbandi.

This time, 15 artists created eight fusion songs that combined a popular Bengali song with another popular folk song of Bengal. All songs were presented as duets. Just as Cadbury and the traditional mishti of Bengal have blended together to create the wonderful concept of Cadbury mishti, the perfect mix of music and songs made Cadbury Gaane Mishti Jugalbandi a popular choice for the people of Bengal.

Reaching the audience

The songs were shared through YouTube, Facebook, Instagram, and audio platforms. Branded content about the campaign theme was published in print. Celebrity influencers created content around the jugalbandi songs and Cadbury mishtis. The music arrangements were done by expert Joy Sarkar, and the songs were sung by popular Bengali artists like Rupam Islam, Somlata Acharya, Lopamudra Mitra, Upal Sengupta, Iman Chakraborty, etc.

More than 80 outlets created mishtis on the theme of the songs. The mishti and music lovers could vote for their favourite mishti along with the song.

The Mishti brands were divided into eight groups that competed with each other to grab the title of “The Most Popular Gaane Mishti.” To be a part of this mishti (sweet) musical journey, the songs were uploaded on YouTube. The six-week-long programme had a Gaane Bhora Mishti Para quiz in different neighbourhoods (paras).

A quiz on mishti and music was organised in neighbourhoods to engage with the consumers and popularise the activity.

Drawing crowds

Choco chef contest was run digitally and from the stores to inspire the consumers to create their own desserts with Cadbury. Food bloggers and micro-influencers intrigued sweet-toothed Bengalis to create desserts with Cadbury.

More than 500 consumers enthusiastically participated in the dessert recipe contest. A cook-off decided the five best dessert recipes, which were uploaded to the Cadbury Desserts Corner Web site.

Association with a home delivery app accelerated the sale of Cadbury mishti and it was made easily available for people at their doorstep.

The campaign culminated with a weekend Mishti Mela (Carnival), where the finale of the music quiz was organised to determine the neighbourhood champions. The artists performed live for the audiences who indulged in the fantastic sweet meat creations at the carnival.

The eight music videos gathered 2.8 million views on YouTube and 3.3 million views on Facebook, with more than 200,000 engagements. More than 260 people participated in the karaoke activity at eight select shops, and 11,000 consumers voted for their favourite Cadbury Gaane Mishti Jugalbandi song and mishti. 

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