The title of the post can be easily related to tag line of Cadbury dairy milk in India. Cadbury India has a long history of coming out with sensational, touching and most of all effective brand communication.
The advt which got them the noticed was “kuch khaas hai ham sabhi mein” The add where the girlfriend dances when the boy hits a six, the brand got noticed instantaneously.
What followed was beautiful scripted series advertising campaigns’ which not only let the brand have emotional connect, but also broadened the scope / usage of products.
Cadbury went through a crisis period also in between, when its chocolate was found infested with germs. Cadbury reacted quickly and got on board none other than Mr. Amitabh Bachchan as its brand ambassador. What followed was series of ads which reaffirmed the quality of chocolate. That done there used Mr. AB to broaden the incidence of chocolate eating habit. The spoke that you don’t need big reason to eat chocolate, but as small as “pappu pass ho gaya” is good enough a reason.
Finally now, Dairy milk has new series of ads which clearly communicated that diary milk should be eaten on daily basis after the food. The series does this by very engaging ad, beautifully portraying the sensibilities of Indian middle class family, having good emotional connect.
Dairy milk is surely scoring sixes all the way!
Kuch meetha ho jaye!
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