MUMBAI: Cadbury India has launched Amitabh Bachchan in another innovative role, in a new TV commercial for its flagship brand Cadbury Dairy Milk.

Following on the popular “Pappu” and “Miss Palampur” campaigns, the new commercial seeks to extend and broaden the “kuch meetha ho jaaye” proposition with a disruptive, fun-filled execution, says the company. The TV commercial, featuring brand ambassador  Bachchan, has been created by Ogilvy & Mather Advertising.

Abhijit Avashti, Group Creative Director, Ogilvy & Mather & Shekhar Jha, Creative Director, Ogilvy and Mather have worked on the commercial. Sujit Sarkar from Red Ice Productions has produced the commercial, says a release.

The campaign was kick-started with a teaser in the first week of June 2007 showing Bachchan hitting a lamppost and becoming unconscious in his urgency to have something ‘meetha’. The teaser commercial invited the viewers to visit www.meethamoments.com to guess what happens next.

Over the 10 days between the launch of the teaser campaign and the reveal campaign, over 17,000 visitors registered on the website and entered a competition to preview the continuation TV commercial before its launch in the channels. 

The new TV commercial will be supported by a 360 degree campaign to intensify the engagement with the consumers through radio, print, outdoor, on-ground (multiplexes and malls), mobile and online.