Debrief: Cadbury Dairy Milk Silk: Messy choc, messy traffic. Works.

11 Jun,2013

By Anil Thakraney


Er, I am not big on people eating anything in a messy way, leave alone a gooey, sugary, milky chocolate. Which is why I am not a fan of CDM Silk advertising. But admittedly, perhaps some consumers are, which is why this brand has chosen the route. So let’s begin the review by assuming the mess works.


The latest ad in the series features two car drivers stuck in a bad traffic jam. They both eat their respective chocolate bars (making a mess, of course), and this leads to the two vibing, as they playfully gesticulate. What happens later, whether they exchange cell numbers, go out for coffee, have a sex romp, get married, etc, is left to our imagination. But from the girl’s expressions, it’s clear our chap just got lucky.


Which is why the ad is effective. It’s a fantasy most men harbour, to meet this hot chick accidentally and get something going. Yup, the brand’s in a good zone out here. Plus, with big cites notorious for deadly traffic snarls, such a situation is quite realistic, though by behaving like creeps in general, Indian men have put women on high alert.


All said, it’s a cute, very likeable commercial. But I would urge you not to pull this stunt in real life. Because even as you are enjoying the choc and the moment, a sea of angry cars from behind will blow the crap out of you as soon as the traffic light turns yellow (even earlier). And trust me, there’s nothing silky about that feeling.


Rating: (On a scale of 1-5): 3. Fun, aspirational, delightful situation.


Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.


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