Top Story

e4m_logo.png

Home >> Advertising >> Article

Cadbury’s evokes some old Jeetendra charm for ‘Tohfa’ campaign

07-September-2007
Font Size   16
Share
Cadbury’s evokes some old Jeetendra charm for ‘Tohfa’ campaign

With an eye on the coming festival season, Cadbury India has set about highlighting the appeal of chocolates as the ‘universal special gift’. The confectionary major has launched a new TVC titled Tohfa’ for its Celebrations range of chocolates. The campaign has been created by Contract Advertising.

Raj Nair, Executive Creative Director, Contract Advertising, has worked on the commercial, which has been produced by The Reel Co. The ‘Celebration’ communication traditionally concentrates on festivals like Diwali and Rakshabandhan. The new commercial looks to extend the repertoire of chocolate gifting from traditional festivals to all-year round gifting.

Sanjay Purohit, Director, Marketing, Cadbury India, said, “Consumers have slowly moved on from traditional to youthful and contemporary gifts, which is what chocolates are all about. This is our endeavour to provide our consumers unique gifting options all-year round.”

The new ‘Tohfa’ campaign broke on TV channels in the first week of September. The idea blends with an interesting plot, humour and a catchy background score to strike a chord with the consumer. It targets a wider audience with all-year round gifting.

The TVC starts with the shot of a couple getting ready to go out for a party. The husband asks the wife whether she has picked up a gift for the party. She replies that she already has bought something to gift, which is a showpiece of a happy couple sitting on a swing. From then it is the story of the showpiece and its journey from one couple to another until, eventually, the showpiece lands back with the original gifters to their shock and amusement.

The commercial is based on an interesting interplay of emotions, which is termed as the recycling of gifts (‘Woh tohfa hi kya, jo dil se nahin diya…’) that forms the plot of the new Cadbury ‘Tohfa Laya’ television commerical. The underlying message of the commercial is why sweat for gifts that will be recycled, instead happily select from the vibrant range of Cadbury Celebrations gift range to suit the occasion.

The commercial is further enlivened with a background score from an old Jeetendra-Sridevi starrer ‘Tohfa’, which goes like ‘Tofah… Tofah… Tofah… Laya… Laya… Laya’. Along with the new communication, consumers will also witness a slew of stylish gift packs hitting the retails stores shortly.

Tags

Rajat Sharma who was recently elected as President of the NBA talks about his plans for the industry body

The Country Sales Manager Media at Akamai says that technology seems to be taking over all possible spaces and people considering it in both positive and negative ways

The India Marketing Lead of Skyscanner believes that with the acquisition by Ctrip they have reached the market leader status

Our typical marketing budget is usually 10 per cent of the topline spend

The BBC carried out a survey along with Globescan to see how the world looks at the issue of ‘fake news’

The objective of content marketing is not just to encourage product purchase or generate ROI. The key to its success lies in building relationships based on trust, opines Dasgupta

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions