Roof, Cellar, Window

Agency: FCB


Background: Dark chocolates barely constitute 10% of the chocolate category in India. But recently, consumers, especially millennials, have begun embracing dark chocolate. Amul, Asia’s second largest dairy brand, has been making chocolates for over 30 years. It recently launched a variety of premium dark chocolates, including the very rare 90% dark chocolate.
Idea: Uninitiated people don’t know what to expect from dark chocolate. For them, the world of dark chocolates is uncharted and unfamiliar. Using the rarest of variants, the 90% Dark chocolate, we created a world filled with intrigue and mystique, seducing people to be a part of it, to come and get a glimpse of what lies on the other side.

This professional campaign titled 'Roof, Cellar, Window' was published in India in February, 2018. It was created for the brand: Amul, by ad agency: FCB. This Print medium campaign is related to the Confectionery, Snacks industry and contains 3 media assets. It was submitted over 6 years ago.


Advertising Agency: FCBUlka, Mumbai, India
Chief Creative Officer: Swati Bhattacharya
National Creative Director: Keegan Pinto
Creative Director: Rajdatta Ranade
Senior Art Director: Niraj Patil
Image Production: Cocktail Art Co.


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