Cadbury Gaane Mishti Season 4: An Exquisite Celebration of Sweets, Culture and Musical Brilliance

Celebrating the rich cultural tapestry of Bengal, Cadbury Dairy Milk Gaane Mishti has returned with its fourth season, promising an extraordinary fusion of music and sweets. This unique campaign aims to capture the hearts and taste buds of Bengalis across generations, blending traditional sweets with modern twists and lesser-known folk melodies with contemporary arrangements. The success of the previous seasons has been overwhelming, with audiences expressing their love and appreciation for this unique blend of music and mishti. Bengal’s profound affection for both music and sweets has found a harmonious expression in this innovative concept, captivating hearts and taste buds alike.

The essence of Bengal’s festivals lies not only in its vibrant celebrations but also in its culinary delights. As part of the Cadbury Gaane Mishti campaign, over 140 sweet outlets from various corners of Bengal have joined hands to reimagine age-old mishti (sweet) and homemade desserts, infusing them with the unmistakable sweetness of Cadbury Dairy Milk. The campaign also pays homage to the artisans behind these delectable creations. Leading sweet outlets from Kolkata and beyond have collaborated to recreate traditional and age-old homemade dessert recipes that are the signature to the five festivals, their cultural distinctiveness & taste preferences. Among these delectable creations are the renowned Chhancher Mishti, Rashamanjari, and Golap Sandesh for Marriage celebrations; Patisapta, Dudh-Puli, and Chosi Pitha for Nabanna Utsab; Kheer/Payesh for Bonobibi Parab; Pua Pitha and Naaru for Hudum Utsab; and Goja and Chhnanar Jilipi for Baha Parab.

For Season 4, Cadbury Dairy Milk Gaane Mishti brings to the forefront a fusion of folk songs representing five lesser-known festivals of Bengal. These songs, once lost in the sands of time, have been recreated with modern musical instrumentation, infusing them with regional cultural flavors. The campaign introduces a repertoire of lesser-heard folk songs deeply rooted in Bengal’s cultural heritage, now revitalized with contemporary flair by talented music composers – Rathijit Bhattacharjee, Debojyoti Mishra, Joy Sarkar, Pt. Tanmoy Bose and Suvam-Souptik-Achin. Each song reflects the essence of a specific festival, shedding light on traditions lost in time. From the lively rhythms of “Konnya Re” sung by Palash Sen, to the soul-stirring melodies of “Baha Re” sung by Iman Chakraborty, these compositions capture the essence of Bengal’s rich heritage.

Consumer engagement lies at the heart of the campaign, with mishti lovers invited to vote for their favorite festival mishti through QR code-based mechanisms at participating outlets. In addition to tasting their preferred Cadbury Mishtis, consumers stand a chance to win exciting gifts. A panel of esteemed jury members, along with consumer votes, will determine the best of the best, shining a spotlight on the unsung heroes of Bengal’s culinary world.

The culmination of the six-week-long campaign will be marked by a two-day Mishti Mela, where audiences can indulge in live performances by associated artists while relishing mishtis from participating brands. This carnival atmosphere promises to be a feast for the senses, celebrating the confluence of music, culture, and sweetness.

In essence, Cadbury Dairy Milk Gaane Mishti Season 4 epitomizes the spirit of Bengal’s festivals – a symphony of flavors and melodies, weaving together tradition and modernity to create an unforgettable sensory experience. As Bengalis come together to celebrate their culture, Cadbury Gaane Mishti stands as a testament to the enduring bond between music, mishti, and memories.

For those unable to attend in person, the beautiful melodies will be available on the campaign’s YouTube channel, ensuring that the celebration reaches audiences around the world.