Ad Review -- Cadburys Dairy Milks New Ad, SHUBH AARAMBH

Advertising Management Individual Assignment

Submitted By: Gaurav Bhuttani S-24, MBA (PT), SC

Introduction
Shubh Aarambh Kuch Meetha Ho Jaye!!
About Cadbury: Cadbury India Ltd. is a part of Kraft Foods. Cadbury India operates in five categories Chocolate confectionery, Beverages, Biscuits, Gum and Candy. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, clairs, Bubbaloo, Tang and Oreo. Cadburys core purpose "make today delicious" captures the spirit of what they are trying to achieve as a business. Cadbury India enjoys a value market share of over 70 percent in the chocolate category and our brand Cadbury Dairy Milk (CDM) is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consume

With new foreign brands entering the Indian market now, Cadbury Dairy Milk is trying to make strong connect with the consumers in India by trying to highlight the link between Dairy Milk chocolate and India tradition of eating something sweet before starting something new. Cadbury Dairy Milk has introduced concept Shubh Aarambh (Auspicious Beginning). In their latest Ad Shubh Aarambh, they have connected well with the audience by linking the Dairy Milk chocolate with the Indian tradition of offering something Sweet on an auspicious occasion or when a new beginning is about to happen.

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Dairy Milk -- TV Commercials

Recently, Cadbury Dairy Milk has released new TVC campaign with innovative & unique concept that conveying message Shubh Aarambh (Auspicious Beginning). Although, both TVC campaign are co-relate with social responsibilities. College Ragging (Brief about Campaign):- The TVC has shown students are t ragging freshers in college, they call one boy. The boy instead of indulging into the activity assigned to him starts offering Dairymilk to everyone. Seniors ask this guy as to why is he offering this chocolate to everyone as he is being ragged by, to which the Boy replies that his mom is tells Take Sweet before starting any new relationship. Then all the seniors hug that boy to hugs and they become friend. At the end of this campaign, voice over is coming up with tagline Shubh Aarambh (Auspicious Beginning). Advertisement Link: http://www.youtube.com/watch?v=yVns046DbkU News of Pregnancy (Brief about Campaign):- The TVC has shown a lady who is pregnant & thinking about how to break the good news to her husband. She is trying to enact ways by looking into the mirror. Meanwhile, her husband overheard that she is pregnant. Lady shocked by looking towards husband and suddenly tells that she want to eat sour things. Husband nods and brings a piece of Dairy Milk and tells her that First take some sweet before starting a new life. At the end of this campaign, voice over is coming up with tagline Shubh Aarambh (Auspicious Beginning). Advertisement Link: http://www.youtube.com/watch?v=rFq7M1vUIgU&feature=relmfu Brand acceptance and loyalty level is growing day by day. The TVC focuses on starting any new thing with the piece of Cadbury Dairymilk, it will give good result.

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Cadburys market share segment wise

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Ad- Review
Ad Name: Cadburys Dairy Milk, Shubh Aarambh Target Audience: Urban Youth and Middle class. USP/Interest evoking notion: Various common day situations in the life of todays middle class youth, which calls for the consumption of chocolate and linking the same with age-old India Tradition of having something sweet while initiating something new.

Simplicity:
This ad is easy to understand and grasp and identifies well with the target segment i.e. Urban Youth of India. This ad targets the youth by showing young people living in urban areas having a chocolate before starting something new. This ad links Indias youth with Indias tradition of having something sweet before embarking on a new journey. The music and set-up of the ad is pretty India, Sitar plays in the back-ground which kind of highlights the conglomeration of old and new.

Memorability:
As a consumer the Sitar tune which plays in the background of the ad is quite catchy and helps me to remember this ad over a long period of time. Also this ad is frequently aired on premium TV channels and that too at Prime spots of popular TV programs again and again. Cadbury Dairy Milk is also quite visible at various showrooms and outlets. All the above helps this product to stay at Top of the Mind of the Consumers.

Interest:
The interest level aroused by the advertisement is very high. It engages the viewers with good innovative scripts, precise and credible message delivery, sound/video quality, attractive models, good acting skills and conviction of the actors. The viewers interest is maintained throughout the advertisement. Viewers are able to relate with the advertisements as the ad highlights common day situations and signifies the usage and importance of chocolates in these situations. However, in this modern age the India youth is fast becoming health conscious and obesity is also fast setting in. In these times

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the consumers might loose interest in chocolates and focus on more health centric products in the near future.

Linkage to the Product:

The ad links with the product easily well. People might not be able to related to the which specific Cadbury chocolate the ad is trying to focus on but the ad relates and conveys Cadbury easily and beautifully. This is also quite easy since Cadbury is the primary chocolate brand in India and Sitar playing the background is trademark tune which Cadbury uses in advertisements of its other chocolate products as well.

Emotional Connect:
Emotional connect of the ad with its Target audience: Urban Youth, is simply superb. The script of various ads carefully highlights various common day interesting situations which might call for the use of chocolates. Also this ad relates the Idea of Having a Chocolate with age-old Indian Tradition of having something sweet while initiating something new.

Conclusion: It is a good ad which relates well with the viewers and has a catchy
tune associated with itself. Comes up with Innovative and New situations in its ads. Should broaden the targeted segment by focusing on middle aged and elderly people as well but this would require a change in their marketing strategy as well.

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