Cadbury Advertisement

Agency: Ogilvy and Mather

In all honesty, I had given up on Cadbury’s advertising strategy. With ‘aaj pehli tarrekh hai’ and the ‘kuch meetha ho jaye’ string of commercials, I was wondering if Cadbury Dairy Milk was trying too hard to recreate the magic it was once capable of spreading.

Well, just a few days ago I came across one of the best campaigns so for. And it’s not at all surprising that this time of the year it is in celebration of the festival of lights Diwali. In keeping with the spirit of the festival – Cadbury touches upon the conquering of good over evil, well it’s not that dramatic but that’s what the thought is.

A strict boss finally gets in touch with his good side and gifts his assistant a box of chocolates for Diwali and pleads her to go home. A little boy who is now a grown man realises that he was a pest as a kid and apologizes to his neighbour an old man, who he had troubled carelessly for years by ringing his door bell and running away a number of times as a child. He hugs him and surprises him and gifts him a box of Cadbury Chocolates.

The TVC touches the heart and soul of the audience and both young and old alike are drawn to the love that conspires through the 30 second TVC. It focuses on letting go of the past and embracing the future and starting relationships by wiping the slate clean. It suggests that you can apologize without saying sorry and pick the occasion of Diwali to do it.

For me, this campaign easily beats the last few ads that Cadbury has introduced, except of course the ad where the shy Indian housewife decides to get out of the house in her new pair of jeans and a kurta.

Sanjay Verma

(No Ratings Yet)
 Loading ...