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Viacom18 in association with Mondelez India is all set to release a light-hearted celebratory song ‘Single Single’ this Valentine’s Day. The song, created as a brand solution content for Cadbury 5 Star, will debut exclusively on Viacom18’s social media handles.

‘Single Single’ is a song that encapsulates Cadbury 5 Stars’ positioning to “DoNothing”. The campaign was conceptualised by Mondelez India and Wavemaker India in partnership with Viacom18.

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The song is written and sung by Nikita Gandhi and stars celebrity influencer Anushka Sen. As part of this brand collaboration, Viacom18 has planned a marketing blitz driving instream inventory and interstitial ads across its social media handles.

Vivek Mohan Sharma, Head – Branded Content, Viacom18, said, “We are delighted to collaborate with Cadburys 5 Star and celebrate the festival of love with the country. ‘Single Single’ is a jovial song ensured to uplift the mood and normalise singlehood this Valentine’s Day. Through Nikhita Gandhi’s voice and Anushka’s grace, we have created a harmonious symphony that is sure to bring smiles.’

A Mondelez India spokesperson said, “The association brings yet another rendition of our mantra to take a break and ‘Do Nothing’ even when the world pushes you to participate in the merriment of love this Valentine’s Day. Being at the centre of today’s youth culture, the song ‘Single Single’ aids in moulding our brand message the way they’d like to express and communicate to the rest of the world aka celebrate singlehood. Our strategic collaboration with Viacom18 will ensure unmatched entertainment across social media handles and spread cheer in India.”

‘Single Single’ will be posted across Viacom18’s social media pages, mainly on Colors TV – Instagram Handle and Facebook Page and MTV – Instagram Handle and YouTube Page along with Anushka Sen’s Instagram handle.