New Delhi: Chocolate maker Mondelez India on Tuesday announced the appointment of Bollywood actor Kartik Aaryan as the new brand ambassador of its premium chocolate brand Cadbury Dairy Milk Silk. The company said that the actor fits well with the brand’s romantic appeal. Aaryan joins the likes of actors such as Disha Patani, Nimrat Kaur and Kalidas Jayaram who have earlier appeared in Silk ads.
Aaryan made his acting debut in 2011 with Pyaar Ka Punchnama. He subsequently appeared in two more romantic comedies, Pyaar Ka Punchnama 2 (2015) and Sonu Ke Titu Ki Sweety (2018), both of which were commercially successful. He appeared in a romantic comedy Luka Chuppi released this year and is a part of many big budget projects including a remake of the 1978 comedy film Pati Patni Aur Woh, Imtiaz Ali's as-yet untitled romantic drama, 2007 comedy horror film Bhool Bhulaiyaa sequel and a sequel to the 2008 romantic comedy Dostana.
“Ever since we launched, Cadbury Dairy Milk Silk has grown to be one of our most successful chocolate innovations in the country and has played a lead in the premium segment, offering the consumers a unique and indulgent experience. We believe that our association with Kartik Aaryan will further help in strengthening our connection with the youth, taking Silk’s appeal to the next level," said Anil Viswanathan, director - marketing (chocolates), Mondelez India.
Mondelez positions Cadbury Dairy Milk Silk brand as an indulgent consumption product. Launched in 2010, the company positioned Silk as a premium offering under the Cadbury Dairy Milk brand claiming it to be smoother, creamier and chunkier. The brand is mostly targeted at young consumers and is promoted through playful and fun advertising campaigns.
Part of Mondelēz International, Mondelez India Foods Private Limited is 70-year old firm operating in the chocolate, beverages, biscuits and candy categories in India with brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Fuse, Cadbury Gems, Cadbury Bournvita, Cadbury Spready, Tang, Cadbury Oreo, Bournvita Biscuits, Halls and Cadbury Choclairs Gold etc.