Debrief: Cadbury Shots: Good shot!

31 Aug,2012

By Anil Thakraney


Cadbury has launched another little choc bomb called Shots. And keeping in line with their mother positioning of ‘Kuchh meetha ho jaaye’, this one says: Mann mein ladoo phoota.


The commercial is great fun, and that’s the way it should be for a low-cost candy. It features Bollywood director Anurag Kashyap seated inside a restaurant. He’s screaming over the phone at his casting director who isn’t able to locate the faces Kashyap wants for his new flick. As luck would turn out, the girls he describes are seated at the adjoining table. And of course, the end result is ladoos (Shots) phooting all around.


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Good stuff. The idea is rooted in Indian culture; many desi youngsters would kill for a break in them movies, and this makes the communication rock. Mann mein ladoo phoota is again a very colloquial, oft-used phrase, and this will establish immediate connect. The treatment is very cute, you would want to see this ad again. And the best part is that the brand doesn’t get lost in all this drama, it plays an intrinsic part in the situation.


I have just one little doubt: While Anurag Kashyap does appear a lot inside Page 3 pages these days, how many people in India can actually recognize him? And Cadbury Shots is a mass brand. In which case, there was no need really to pay big bucks to a celebrity, a regular bloke would have been good enough. The power totally lies in the idea in this TVC.


Rating: (On a scale of 1 to 5): 3.5. Entertaining with good brand connect.



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