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Celebration mane Dairy Milk
Cadbury Dairy Milk’s new campaign works because of its emotional connect
Sakshi Denis
New Delhi
Storyline
Actually, there is not one, but two endearing story lines. A mother-to-be wants to break some good news to her husband but can’t figure out how. The father-to-be eavesdrops on her practice sessions and the couple end up celebrating the happy discovery with a bite of Dairy Milk. The second film in the series has this bunch of seniors ragging — freshers, who else? In walks this smart chap who wins them over with — you guessed it — Dairy Milk!
Idea [4/5]
An extension of the Shubh Aarambh campaign, it’s a play on everyday emotions. The idea is to appeal to the masses, so they switch from conventional Indian sweetmeats (mithai) to chocolates, which is already begun to happen. Expecting parents share their happiness with Dairy Milk; new friendships also begin with a bite of the chocolate — these new establishing habits testify to the rising popularity of chocolates among Indians.
Execution [3.5/5]
The couple ad works because of the dyed-in-the-wool, lovey-dovey dialogues — The wife says, Sunny main tumhare bachche ki maa banne waali hoon; hum do se teen banne jaa rahe hain; Mujhe kuch khatta khane ka dil kar raha hai…. (Listen I am pregnant with your child. I am craving for something sour…). The husband is quick to retort, “Pehle kuch meetha ho jaaye.” (Let’s first have something sweet). Ditto for the anti-ragging campaign. With a poker face, the clever freshman says, “Meri mummy kehti hai koi bhi shubh kaam karne se kuch pehle meetha khana chahiye” (An auspicious moment should begin with a sweet..). The quintessential CDM track connects the two campaigns. It brings back memories of the old track.
Technique [4.5/5]
The technique is lucid and self-explanatory. The campaign is delightful because it’s easy going. No stars, no rocking music, no sexy women — the main attraction lies in the clean, rendition of a brand’s core proposition.
Positioning [3/5]
Popular Cadbury campaigns such as “Pappu Paas Ho Gaya,” “Pehli tareek Hai,” “Kuch Meetha Ho Jaye…” and “Shubh Aarambh,” have made it a household name.
X Factor [0/5]
The storyline of former campaigns — girl leaving her family and the teenager hitting on a girl at the bus stop — were better. Nevertheless, the X-factor of the latest campaign lies in its smoothness. The recall value is high, which is a good thing.
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