In the last four decades, Cadbury Gems, the coated chocolate brand, has become synonymous with fun, joy and colours. This week, Cadbury Gems is unveiling a new TVC with the cuddly pandas starring in the leading role. The TVC has been conceptualised by O&M and is breaking across channels on October 14.
Commenting on the campaign, Sanjay Purohit, Executive Director – Marketing, Cadbury India, said, “The new Gems campaign seeks to marry a consumer insight with the product USP in a fun and humorous manner. The TVC will play a momentous role in enhancing the brand connect with both brand loyalists and inquisitive potential customers.”
A willing accomplice to most pranks, Cadbury Gems has always had ‘masti’ (fun) as the key proposition in all its communication. The new TVC further builds on this thought, using a refreshing new perspective. The new campaign is based on research that pointed out an interesting insight on children’s perception of colours. As kids grow older, they associate colours with emotions. Colour being Gems’ closely held USP, the decision was taken to leverage this aspect and position the colours of Gems as the element that introduces fun in an otherwise mundane life. The lovable pandas with their quintessential black and white colouring, therefore, become the perfect protagonists to add colour to.
The TVC opens with a wildlife expert trying to unearth the mystery behind the multi-coloured Panda. While the TVC has been shot from a very realistic, documentary-like perspective, a humourous and very Indian narration adds an extra dose of fun and energy. Many improbable reasons are explored for the multiple fun colours on the panda, before the narrator finally discovers the mystery potion - Cadbury Gems.
The commercial has been directed by Leslie Ali. The advertising team comprises Abhijit Avasthi, Kawal Shoor, Manoj Shetty, Avinash Baliga, Samrat Bedi and Santosh Kutty.