Top Story


Home >> Advertising >> Article

Cadbury Dairy Milk celebrates changing saas-bahu relationship with new spot

Font Size   16
Cadbury Dairy Milk celebrates changing saas-bahu relationship with new spot

Highlighting the changing relationship between mother-in-law and daughter-in-law seems to be the new trend in advertising. Be it in films, serials or ads, the two characters ‘saas-bahu’ have always been depicted as enemies. After Zigy, the online market place for medicines and healthcare products, which showed a beautiful bonding between the two, Dairy Milk in its latest ad, has shown a small town mother-in-law and daughter-in-law, strengthening their ties of friendship with a piece of chocolate.The ad has been conceptualised by Ogilvy &Mather.

Click here to watch the ad:

Commenting on the creative strategy behind the new ad, Neville Shah, Group Creative Director, Ogilvy & Mather said, “The earlier ads ‘Kuch Meetha Ho Jaye’, ‘Subh Arambh’ and the others were deep-rooted in occasions. Occasions like having a chocolate after dinner or wearing the jeans for the first time. This time, the business target was to casualise the consumption of chocolate and move away from having it only on occasions. It was then that we decided to highlight the story of growing friendship, because that is what chocolates can do.”

He further added, “When you see any mother-in-law and daughter-in-law story, there is negativity associated with it, which actually helps us to build the context. We have chosen a very common situation, a baraat scene, which helps the mother-in-law and the daughter-in-law to free themselves from inhibitions and have fun together.”

Mondelez will also be coming up with another 15 seconds ad for Dairy Milk, which will be anoffer-led promotional campaign to drive category sales.

Expert view:

Giving his views on the new Dairy Milk ad, Simha Rajamanoor, Creative Director- Campaigns and Content, Asymmetrique said, “In terms of the story and the execution, it is okay. There are many ads, where after consuming a product, they break into funny dances. I feel this ad is like, if you have seen it once, there is no reason to see it again. The creative idea for Dairy Milk commercials have always been impromptu celebrations, starting right from the first ad where this girl breaks into a dance, after her boyfriend hits a six at the cricket stadium. In this ad, also there is a feeling of celebration, but it appealed less to me. On the other hand, one of their previous ads with Nimrat Kaur did stand out and is high in terms of brand recall. The reason being the idea was quite refreshing and it is indeed quite rare to see snow in Indian ads.”

Cyrus Sahiar, Creative Director, Metal Communications, said, “From the craft point of view, the film captures the nuances well. Dairy Milk has been telling stories around the small moments of life where the product comes in naturally. However, in comparison to the earlier films, the story seems a bit abrupt.”

Ronnie Wadia, Senior Partner & Creative Director, Alok Nanda & Company cited, “I felt the new Cadbury’s ad lacked the emotion of previous Cadbury ads, and was not in keeping with the brand character. Unlike previous Cadbury ads (like the Waheeda Rehman ad – THE LAST PIECE), the new ad storyline was not central to the product, and could have been substituted with any other product – even from another category. In my opinion, it lacked a strong brand connect. Also, the storyline was too much of a cliché.

Click here to view previous ads:

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video