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

07-September-2007
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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.

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