Debrief: Cadbury Dairy Milk: Slice of sweetness

17 May,2012

By Anil Thakraney


Cadbury Dairy Milk’s ‘sweet beginnings’ campaign introduces two more commercials.


One involves a young girl who’s discovered she’s pregnant. And the other one features college ragging. I didn’t quite like the latter one (the chocolate is forced into the situation), so let’s just discuss the ‘pregnancy’ ad which I did like.


The nervous girl finds out that she’s carrying. And is unsure of how to break this big news to her mate. So she rehearses the standard filmy lines in front of a mirror. But the man overhears her, and this leads to a sweet exchange between the two. And of course, Cadbury Dairy Milk happens as a natural extension.


This ad works for me. Because the brand arrives seamlessly into the story, it isn’t forced. Also, the situation is very slice of life, many young people will identify with it.


So this will strengthen empathy. But most importantly, the couple acts very naturally and convincingly (unlike the ‘ragging’ TVC), so full marks to the director.


All in all, must say the ‘Shubh Aarambh’ campaign is progressing sweetly.


Rating: (On a scale of 1 to 5): 3.5 Right situation. Good direction.


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