Monday, February 22, 2010

Dirty Dancing / Eating

Ad By: Ogilvy & Mather

Temptation of silk !

Yet another effort from Cadbury to show that how "Meetha" plays a role in celebrating happiness. Through all its communications till now, Cadbury has tried to tell that the chocolate or their chocolate is part of celebrations in life. However they have somehow confined it into small boxes for special occassions like being happy on 1st day of month for getting salary, being happy after getting compliment from boss, being happy to give first dance performance on stage. The concept of celebrating happiness is similar to what Coke adheres itself to. But what coke says is much more pleasing that how happiness lies in every small moment of life unlike Cadbury for which happiness is about significant occassions.

The campaign is put across through two TVCs. One, where guy is happy after his boss has complimented him for the wonderful celebration. Indeed, there cannot be a happier moment than this. In the conference room, he takes out his silky chocolate and starts relishing it. He gets strains of his shirt, he gets call from his wife but he ignores it all and continues to relish it. The purpose is very obvious that they want to tell you would forget everything when havin this chocolate and would enjoy it like a baby messing up everything on and around you. If this is how they show it, how encouraging or tempting it would be for anyone to have it in their office where they know they would make mess having it. Second, where girls are heading towards the stage for giving their first bharatnatyam performance. They are so excited about it that they want to cherish the moment by relishing the chocolate. Mess again ! The chocolate is all over. First girl is waiting on stage waiting for other two to follow. How encouraging or tempting it would be to have the chocolate in such situation when you see that it might just spoil your much awaited moment.

Although the idea cadbury is trying to put across is understandable that their is cuteness in having the chocolate. But leaving aside the practical flaws mentioned above, the guy in boss's cabin and girl backstage doesn't look that cute either. It comes as if they are forcibly trying to look cute by just messing it up on their face, hands, clothes. All the more, what they show is not even true. The chocolate in actual is nowhere that silky to melt like what they show. Its like any other normal chocolate. May be if cadbury moves to a next step or leaves altogether their previous stand and shows how chocolate is delight in depression then may be they do something different with a real difference.

Mess of chocolate milk !

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