Events Awards Interview

Cadbury Gane Mishti, 2021

6:06 AM

During 80's, in our little university town of Santiniketan we had only one Sweet shop, Nabadweep er Mishtir Dokan. A small nondescript mud structure with plenty of wobbly benches to sit and gorge on some kochuri in the morning or to relish the evening tea with piping hot singara in the evening. Apart from Mouchak and Pantua, his mishtis did not have many fanbases. but as beggars are no choosers we always had to buy them every time we had guests at home. 
But this sweet shop literally won me over when 15 years later it experimented with cocoa powder in the sondesh. The slight bitterness paired so well with the sugar that we all wished they had done in earlier. Little did I know then that 10 years more down the line one of the most famous chocolate brand of the World will involve all mishti makers in Bengal to experiment and create such sweets.

Bengal is known as the sweetest part of India and the Cadbury Mishti Campaign, " Cadbury Mishti Sera Srishti' since 2011 is an endeavor to being a part of Bengal's thriving dessert scene and tap into Bengal's consumer culture. Over the years they have been able to bring in the best Mishti makers from the state and have enthralled us with innovative chocolate laden creations that we could not imagine before. 

This year they have taken this initiative one step further and have blended in another passion of Bengal, which is Music. 

The theme for 2021 is Cadbury dairy milk Gaane Mishti.  To take this idea forward they had selected 10 classic songs from different genres that Bengalis are very nostalgic about and have created a fresh rendition of the songs by 11 prominent singers of this time, While 10 famous mishti outlets of Bengal have brainstormed to create innovative cadbury mishtis based on themes around the gaane mishti songs. Gaan bhalobese khan is actually a dream come true for us where we can listen to our favourite songs and can transcend them beyond experiential boundary by having it too in the forms of Chocolate mishtis.

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