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

The ad conceptualised by O&M highlights the story of a small town mother-in-law and daughter-law and how together they have fun, by setting their inhibitions aside

e4m by Sarmistha Neogy
Updated: Nov 9, 2015 9:04 AM
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:

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