In India, chocolate means Cadbury chocolates. Cadbury has
70% of India’s market share when it comes to sweet and confectionery and therefore
in some ways monopolised the Indian market. Its great success is not only
because of its premium quality products and wide range but also due to its
memorable advertisement campaigns. Its advertisement has managed to strike a chord
with its audience, well, most of the time. Through this little piece, we salute
the long lineage of Cadbury’s fantastic advertisement by the agency Ogilvy
& Mather and study what makes them click.
One of its most
iconic ads or rather one of the most iconic Indian ads of all times is also one
of its first. It came out in the early 90s-1993 to be exact and is still etched
in people’s mind.
Yes, you got me right! I am talking about the Cadbury girl
dancing on the cricket field after her lover completes his century. I would ask
you all to watch this ad (provided to your left) and I am sure it’ll bring a smile to your face and will
give you “The Real Taste of Life”.
This ad has an
evergreen appeal to it and combines all elements that we Indians get high on: cricket,
young love, good-looking people and melodious music and of course dodging the police. In the ad, we rejoice the
fact that the batsman completed his century, watch in complete awe as the girl
dances rather unabashedly on the cricket field celebrating her boyfriend’s
century and we believe in the motto that there’s something special in all of us.An interesting aspect of this ad is that it
weaves the product into the storyline and doesn’t brazenly shove the product in
the audience’s face and promotes it subtly by showing positive emotions and
feelings integrated in and around it.
In the year 2003,
Cadbury found itself in the eye of the storm when few instances of worms in
Dairy Milk Bars were reported in Madhya Pradesh and served as major damage to
Cadbury’s otherwise pristine image and premium quality.
Cadbury roped in superstar Amitabh Bachchan to ensure people of its quality and he did just that! Amitabh Bachchan put his personal equity in line for the product and delivered a powerful message and assured the citizens of India in a minute-long advertisement of Cadbury's quality standards and safety. This worked laurels for Cadbury and it soon got its market standing back all thanks to strong and bankable Amitabh Bachchan
who inspired trust for Cadbury in the hearts of people again.
You can watch his testimonial for Cadbury SOURCE: Kalp Desai's Youtube Channel
in the video provided to your right.
Cadbury roped in superstar Amitabh Bachchan to ensure people of its quality and he did just that! Amitabh Bachchan put his personal equity in line for the product and delivered a powerful message and assured the citizens of India in a minute-long advertisement of Cadbury's quality standards and safety. This worked laurels for Cadbury and it soon got its market standing back all thanks to strong and bankable Amitabh Bachchan
who inspired trust for Cadbury in the hearts of people again.
You can watch his testimonial for Cadbury SOURCE: Kalp Desai's Youtube Channel
in the video provided to your right.
This lead
to a
long-standing relation between Amitabh Bachchan and Cadbury with loads of
successful campaigns like “Pappu pass ho gaya” ,”Shubh Aarambh” and Kuch meetha
ho jaye” .All these campaigns were focussed on replacing Cadbury Dairy Milk in
place of Traditional Indian sweets and their importance in Indian households
especially when celebrating a happy event. Slowly and slowly, the transition
took place from Traditional Indian Sweets to Cadbury products being exchanged
on festivals especially Diwali.
to a
long-standing relation between Amitabh Bachchan and Cadbury with loads of
successful campaigns like “Pappu pass ho gaya” ,”Shubh Aarambh” and Kuch meetha
ho jaye” .All these campaigns were focussed on replacing Cadbury Dairy Milk in
place of Traditional Indian sweets and their importance in Indian households
especially when celebrating a happy event. Slowly and slowly, the transition
took place from Traditional Indian Sweets to Cadbury products being exchanged
on festivals especially Diwali. |
| SOURCE:Campaign India |
Cadbury has continued its legacy of great advertisement with the “Shubh Aarambh” ads especially the boy and girl in the bus stand, Bourneville’s Not-so-sweet ads, Cadbury Glow advertisement featuring Aditi Rao Hydari and Rajkumar Rao.
The latest ad called “Snow fight” (provided to your left) featuring Nimrat Kaur portrays the playful relationship between a couple and asks us to listen to our heart and to cherish and be grateful for our loved ones and to enjoy small moments and to let Cadbury be part of that happiness and thereby increase it.With picturesque snow clad mountains, Nimrat Kaur and evocative music and emotions-it makes for a stunning ad.
SOURCE:Youtube
Cadbury has a long lineage of great advertisements with careful consideration of Indian ideology, clever screenplay and bankable brand
ambassadors which stirs the emotions and imagination of its audiences and will
hopefully continue to do so in the future as well!
-By Aadya Dua
