TVC 1-Above link:https://www.youtube.com/watch?v=yICX_ZQ86Mw
TVC 2-Below link: https://www.youtube.com/watch?v=xqC6A4eVW28
Hello world! Hope everyone is having a grand Monday.
So here I bring to you, yet another advertising post of the week. This is the Television Commercial(TVC) for Cadbury Dairy Milk India. The campaign was called ‘Badhti Dosti Ke Naam, Kuch Meetha Ho Jaaye’, basically meaning lets eat something sweet to celebrate the new friendship.
The commercial was broadcast at prime time, between popular TV shows, just when the whole family is sitting together.Cadbury Dairy Milk has always incorporated a beautiful story line to their advertisements. This particular one too, has 2 parts to it.
TVC 1– The story line involves a woman in her early 30’s standing in her balcony,enjoying the wedding happening in her neighborhood while eating a Cadbury chocolate. She feels at ease just before her mother-in-law enters the balcony. She gets conscious and changes her posture and wraps her sari up until her shoulder, to show her mother-in-law respect.
The awkwardness and the boundaries in the relationship are highlighted.When the daughter-in-law timidly offers a piece of the chocolate to the mother-in-law, she takes it and enjoys a bite of it. They look at each other and have a moment and smile at each other.
This leads to both of them dancing their saris’ off at the wedding happening under their building.They end up being the star performers at the wedding.The TVC ends with both of them leaving the wedding, like best friends/partners in crime ,being freed from their inhibitions and controls.
TVC 2– The story line of this one continues from its predecessor.It’s new years eve, the Cadbury Dairy Milk bar is shared with the family by the daughter-in-law. By the time she serves the chocolate to the mother-in-law, the chocolate bar is over.Right at the time of new years, the mother-in-law brings out another bar and they both wish each other and share a light moment dancing with each other in front of the whole family.
With the last scene being Cadbury Dairy Milk Chocolate Home Treats and New Years greetings with the tagline, ‘kuch meetha ho jaye’, meaning lets have something sweet.
The reason I love this campaign is because Cadbury has taken a fresh new approach to the mother-in-law and daughter-in-law relationship. In a country, where daily soaps/TV shows are famous to show fights between the evil mother-in-law and the dewy eyed, innocent daughter-in-law, this AD is as refreshing as a freshly squeezed chilled orange juice on a hot summer’s day.
Being an Indian woman, I have always been exposed to the idea that the mother-in-law is the ‘be all and end all’ to a relationship. There has always been a sense of negativity and awkwardness with that term.
To-be brides are always taught that you need to be extra nice to your mother-in-law and that you need to be at your best behavior when she is around,that includes respectful clothes, language (in this advert ,the daughter-in-law calls her ‘Mummyji’) I.e. just like a student in front of a principal.
I like Cadburys’ subtle rebelliousness in its key promise that it doesn’t have to be like this, in fact they can be the best of friends. Its the new approach to old relationships, to be filled with love and sweetness instead of fear and control.
The idea of the relationship to be based on friendship and support. It leaves the ad on a positive note to newer beginnings, possibilities and hope, which are great emotional reasons to believe in the ad, product, company and idea.
This ad focuses on the masses in India, the ‘middle class’.It intends to capture the hearts with a simple yet powerful concept.The product,the classic Cadbury Dairy Milk Chocolate has been showed in the TVC’s as being the essential reason to join the bonds between the characters, suggesting it is ‘the brand of chocolate for families’.
So when you go to the supermarket and you see a Cadbury bar on the aisle, instantly you have positive feelings towards the brand as it defines love, family, values, relationships and hope, which increases the customer loyalty towards the brand,much more valuable than a single purchase.
The second commercial is reinforcing the ideas brought about by the first one. We are familiar with the characters, they are just like us, simple realistic ordinary people.So when we see them, we see a part of us in them, we attach emotions to them as they represent many of us.So if they can break traditions and live in a new way, why cant we ?
Please feel free to share your ideas, creativity is best when shared. Instead of having a sweet ending, here’s to sweet beginnings.
Share your love.