Following its well-versed campaigns of ‘Pappu pass ho gaya’ and ‘Miss Palampur’, Cadbury Dairy Milk has launched another campaign on the same lines of ‘Kuch Meetha Ho Jaye’. The TVC featuring its brand ambassador Amitabh Bachchan has been created by O&M. Abhijit Avasthi, Group Creative Director, O&M, and Shekhar Jha, Creative Director, O&M, have worked on the commercial. Sujit Sarkar from Red Ice Productions has produced it.
The campaign was kick-started with a teaser in the first week of June, which showed Bachchan hitting a lamppost and becoming unconscious in his urgency to have something ‘meetha’. The teaser commercial invited the viewers to visit the website www.meethamoments.com to guess what happens next. The campaign will stay on air for another six to eight weeks.
Avasthi said, “The idea is inspired by the inner urge we all get to have something sweet. The TVC shows Amitabh Bachchan in an everyday situation, where he is craving to have something ‘meetha’. What follows is an engaging story about what Bachchan does to fulfil this ‘meetha’ urge. To dramatise the ‘urge’, we have used the creative expression of an ‘out of body experience’ for a disruptive fun-filled execution. ‘Out of body’ as a theme has been taken into all the mass media creative executions including hoardings, below-the-line materials, radio and online creatives.”
Avasthi explained that the ‘Pappu pass ho gaya’ and ‘Miss Palampur’ campaigns have been successful in helping to establish the ‘meetha’ proposition in celebratory occasions. With the new commercial, the strategy was to broaden the repertoire of occasions for the consumption of Cadbury Diary Milk, to moments where one feels the ‘meetha’ urge from within.
The campaign has been planned in two phases to deepen consumer involvement and thus further strengthen the ‘meetha’ association with the product. Avasthi added, “The first part of the campaign was a teaser, which built intrigue around the idea. Television, radio and out-of-home media drove traffic to www.meethamoments.com, and engaged the consumers with a contest. Interactive space plays an important role in intensifying consumer interaction with the brand. The website combines interactivity and entertainment to engage the audience.”
The second phase of the promotional activities will be carried forward through ‘mobisodes’ -- short animation series taking the ‘sweet craving’ concept forward through online and mobile handsets, Avasthi explained, “The films will be of short duration to ensure that the size of the files is just right to be forwarded through mobile phones. Our plan is to offer a new mobisode every fortnight to keep the audience interested. A voice emailer ‘Bol Bachchan’, and another feature ‘Meetha Pranks’ will be other important drivers, apart from the normal downloadable paraphernalia on the www.meethamoments.com website.”