Cadbury Celebrates Meetha Moments After Shubh Aarambh
Conceptualized by O&M Mumbai, first of four TVCs goes on air; watch the TVC here.
Neha S | Delhi | March 17, 2011
With the onset of cricket fever in the country and the tradition of families being glued to their TV sets, a common phenomenon in Indian households, Marketers are churning snappy commercials to lure the audiences. On the contrary, the chocolate behemoth- Cadbury India is yet back again with it's yet another 'sugary' campaign titled- “khane ke baad, meethe mein kuch meetha ho jaye". The craving for sweet tooth diggers for even a small piece of 'meetha' post dinner is quite pushy. And that's exactly the idea zeroed in by creative honchos at O&M including Abhijit Avasthi, Manoj Shetty and Devika Srivastava. While the last 'Shubh Aarambh' campaign from the Cadbury's stable touched the emotional chord of the consumers, especially provoking the thought barriers of the audiences in an alluring way, this particular campaign is more real in nature.
As Manoj Shetty, Senior Creative Director, O&M avers, “While the previous campaign was an emotional pay-off, the current campaign is more on the lines of active expectations.” Even the brief of the commercial given to the creative team was directed towards the expansion of the existing markets for the brand- Cadbury Dairy Milk (CDM).
The current TVC on air is a maiden commercial in a series of five films shot in Raj Kamal studios in Mumbai over a period of four days. Currently the company plans to run the TVC for a month on air before the break-out of its next series of commercials in the sequence.
Interestingly, Shettyadmits that this commercial was a little tougher as compared to the other TVC's in the past, as he exclaims, “This TVC was slightly more challenging to make, than the earlier ones as it was more actual in nature clubbed with a specific target of increasing reach of the company”. This is quite evident from the meticulous detail paid in the casting of the commercial especially the main protagonist- 'the cutesy girl' that was selected by the Creative team after a round of discussions.
Produced by Footcandles Films and directed by Vinil Mathews the commercial will be further supported by a 360 campaign capturing various mediums like radio, print and outdoor. So say 'yes' to more family times but with 'meetha' of Cadbury's Dairy Milk and that too after dinner.
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