In a country of diversified culture where ‘meethai’ for a Punjabi means a jalebi, for kashmiri it means phirni, Bengali it may mean ‘shrikhand’and so on. Cadbury Dairy Milk has managed to be the cohesive ‘Meetha’ for all.
Conceptualised by Ogilvy & Mather, all the Cadbury Dairy Milk campaigns be it Shubharambh- kuch meetha ho jaaye or the latest khaane ke baad meethe mein ky hai have been able to bring smiles on all faces watching the TVCs.
Despite its passé concept of a joint family, Cadbury Dairy Milk’s campaigns manage to find a way into our hearts with the whole continuation of it ‘Meetha’ strategy.
There are five TVCs in totality all of which are on air now. The TVCs are all based on a joint family. Capturing the basic quintessential emotions of a family, Cadbury has managed to present chocolate as a replacement for an Indian dessert in a basic Indian family.
On the concept of ‘kuch meetha ho jaaye’ and now an extension to it with ‘khaane ke baad meethe mein kya hai’, Manoj Shetty, Senior Creative Director on the Cadbury campaigns, said,” There is no amazing thought behind the campaign. If you've noticed, it says things as it is, as intended by the advertiser - Have a Cadbury after dinner, as dessert. The only difference perhaps is in softness of the sales pitch, with stories carefully picked from the consumers' lives so they can resonate for time to come. Family concept was chosen for a reason that, a person could have dessert alone and then has Dairy Milk for dessert but that wouldn't be much of a story. Maybe a family then, there could be some drama there. Yeah, true but family is so cliched. True, a joint family perhaps more. Yeah, many people, lots of middle class values to stick to and exploit, potential for chemistry and friendly banter - before we could list down the brighter side of big families the scripts were tumbling down my consciousness. The rest was for Vinil Mathew to do. Which he did, rather well”.
Rahul Mathew, ECD,McCann Erickson , expressing his views on the campaigns said, “Cadbury’s attempt has been very obviously to find a bigger role for chocolate consumption.They have shown that they are indeed market leaders by choosing not to compete with other chocolates, instead they have decided to take on sweets as a category and all the roles that they play in our Indian lives. Right from auspicious beginnings to a delicious end to every meal. Quite like what Coca-Cola had done many years back when they decided to own the concept of 'Thanda' is every Indian’s life and not merely the cola market," he said.
"The commercials are downright charming and completely disarming. They had me greedily devouring them right from the first one. This incidentally is also my favourite in the 'shubh aaramb' series. Here again they have got it right – everyone has their own favourite from the campaign. It just shows the campaign has something for everyone," he added.
"Though when they moved onto the 'khaane ke baade meetha', many, including me, was quick to dub it a tactical exercise; one which didn’t seem to have the motional edge or charm. But with every commercial my distaste for karela and lauki increased but at the same time so did my craving for something meetha. And they threw the final saccharine punch with the romance commercial. Sweet nothings just took a whole new meaning for me with that one," said Mathew.
Adding further he said, "What works for the commercials apart from the script? The casting is impeccable. Right from the teenagers at the bus-stop to the newly weds in the more recent series. The music just underlines the emotion and the mood in a beautiful manner. All I can say about them is that I wish I had done them.”
The campaigns are in line with Cadbury’s conventional approach of borrowing from our lives, and then owning it delectably in a way that only they can.
The basic thought that comes to our mind after watching these commercials is that they can be regarded as Cadbury’s effort to possess every occurrence of Indian sweet consumption.