Cadbury has come up with an animated commercial for its new Choclairs Gold which is ‘bigger and more chocolatey’ this time. And a renowned brand like Cadbury tapped renowned animator Vaibhav More to deliver this project along with advertising agency Contract India Advertising.
Vaibhav More, who has earlier worked on animated ad films and TV promos for brands like MTV, VH1, Disney, Nickelodeon, Cartoon Network and many more, created this animated film for Cadbury along with few artists from Trace VFX. “Animation was the best medium to portray the brand’s new product as it is unique and the target audience is widespread across all age groups,” admits Vaibhav.
‘There is no age bar to eat chocolaty bars, and Cadbury is irresistible…’ This is exactly what Vaibhav intended to convey through the 25 sec film and thus used animation wisely so that the film could be relevant even for adults. A team of around 10 artists, with Vaibhav at the helm, created the entire animation, character designs, storyboards and final production in just 20 days. Vaibhav explains, “The entire 3D ad film was created on Maya and After Effects software and the compositing was done on Nuke. The script demanded to show that the Choclairs has more chocolate liquid and is much bigger now so we incorporated the idea of gyming and the glass full of chocolate liquid.”
The entire film was created at Trace VFX with Prashant Shahane as the CG supervisor. “It was a wonderful experience to create this ad film as Vaibhav had hand drawn the entire animatics in 2D, we then replicated it in 3D. The project was not tough but there was a tight deadline so we had the task of delivering good quality in limited time,” admits Prashant. However, Trace VFX, a well known VFX studio, created this crisp animation with optimum colouring and texturing to match the feel of Cadbury. “It is feels great to work with international brands like Cadbury, it is an achievement in itself,” adds Prashant.
The basic script for the film was conceptualised and provided by executive creative director Kapil Mishra and senior copywriter Sumit Ghildian from Contract India Advertising. Vaibhav then used the script on paper to visualise the animation on screen.
Introducing Biggest Choclairs EverYour favourite Choclairs Gold took a lot of effort to become what it is today!P.S. Sabse bada atom bomb.
Posted by Cadbury Choclairs on Friday, December 18, 2015
Brands like Cadbury, Vodafone, LIC have tread the animation path quite a few times to deliver their brand messaging creatively. “No live action concept could have described this ad film so effectively; only animation could bring alive the true features of the product and attract audiences,” expounds Vaibhav.
The voice over for the film has been done by another veteran Ninad Kamat, who is one of India’s foremost voicing talents. He has dubbed for stars like Amitabh Bachchan, Sachin Tendulkar, Will Smith and Jim Carey and also acted in various Bollywood films (Lage Raho Munnabhai, Parineeta, Zeher).
The music is delivered by Roto Shah who has single handedly created, composed, designed and edited the final music on Cubase software. Roto claims, “As the ad film demands a strong character, the music had to be strong and effective. So, I created a background score which has great punch and enhances the ad to make it creative and entertaining for the listener.” Having created 3 versions for this ad, Roto and Vaibhav finally agreed on one version which was most suitable for the ad film.
Moreover, the commercial will be showcased in 5 different languages namely Marathi, Tamil, Malayalam, Telugu and Gujarati. As the commercial is already on air, it will soon be seen across digital platforms as well.