Anil Thakraney’s Debrief: Very touching

11 Oct,2011

Brilliant start by Cadbury to the Diwali festival season. Their new ‘Lonely Maa’ commercial tugs at the heart-strings. It’s a simple treatment. An elderly lady is seen struggling with the computer to connect with her son who lives in another city/nation. And that insensitive chap only communicates with her via the web. Because he’s too busy focussing on his career. The poor lady isn’t able to log in, accidentally spills tea on the comp, and looks utterly lost, dejected and lonely.

 

 

Outstanding. And here’s why: The chocolates aren’t rammed down our throats, the brand comes across as this nice, gentle soul who reminds you of your responsibilities. This endears us to Cadbury. The insight is timely and relevant. Many youngsters give their careers top priority, and find no time to spend with their aged parents. And they imagine that virtual connect is good enough. It isn’t! And most importantly, the treatment. The film is executed with so much heart, as a viewer, you badly want to reach out to the old lady and comfort her. Help her. Take care of her. And this is how brands build an emotional bond with their consumers. Way to go!


I would be very surprised if this ad doesn’t win many trophies.

 

 

Rating: (On a scale of 1 to 5): 5. This is what advertising ought to be.

 

 

Anil Thakraney’s ad review column DeBrief appears twice a week.

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One response to “Anil Thakraney’s Debrief: Very touching”

  1. Amarnathvarma says:

    Brilliant creation!!! Kudos to the team that made it possible.

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