Wavemaker Collaborates With Indie Music Star Jasleen Royal For Cadbury Dairy Milk Silk’s ‘I Missed You’ Campaign

Cadbury Dairy Milk Silk has collaborated with the singing sensation Jasleen Royal as she launches her much awaited music video Sang Rahiyo, for its Heart Pop ‘I Missed You’ campaign. This is a manifestation of ‘How Far Will You Go For Love’, where Cadbury Silk has been encouraging young couples across the country to go above and beyond the norm to express their love, and how Silk is in itself the perfect romantic gesture. The collaboration is brought to life by Wavemaker.

Cadbury Silk launched its limited edition ‘I Missed You’ Heart Pop bar – an embodiment of the emotion that numerous couples have felt being away from each other the past few months since the lockdown. In her latest song, Jasleen has beautifully encapsulated the emotions of a young couple during a long distance relationship.

The music video features Ranveer Allahbadia (as Jasleen’s partner), as they take various efforts to keep their relationship alive despite the difficulties triggered by long distance due to lockdown. Cadbury Dairy Milk Silk plays a sweet role in their love story -  a partner in their good times spent together and a medium to let them know how much they missed each other when apart.

Commenting on the collaboration, Karthik Nagarajan, Chief Content Officer, of Wavemaker India said, “We wanted to build an association that would capture the essence of #HowFarWillYouGoForLove messaging seamlessly. Over the years, Cadbury Dairy Milk Silk has been an integral part of expressing love and has evolved to a symbol of love. Known for her soul stirring love songs, Jasleen Royal came across as the ideal choice to bring alive the brand’s messaging”. 

Jasleen Royal states, “All my music reflects a part of reality, either from my own life or from somebody’s experiences and my goal has always been to be relatable to listeners. I hope when people listen to the track they realize that you can find love anywhere if it’s meant to be and that if it’s the right person, and someone who inspires you to evolve and become the best version of yourself, it will always feel like home despite the distance. Although the lyrics were written 8 months ago but currently since most couples separated by distance are facing the downsides due to the pandemic, so I thought it's the best time to release it. Cadbury Silk's I Missed You bar fit in so seamlessly into the visual narrative of the song. 'How Far Would You Go to say I Missed You' was, in essence, exactly what we wanted to communicate with the song as well, so the partnership was a natural match! I have been a huge fan of Ranveer Allahbadia’s style of creative work and I felt our on-screen synergies would match”.