Over the last six decades, Cadbury Dairy Milk (CDM) has always been a part of every Indian’s moments of happiness, joy and celebration. It’s many successful campaigns – right from ‘Sometimes Cadbury can say it better than words’ to ‘Kuch meetha ho jaye’ – have not just been instrumental in building the brand but have also helped achieve phenomenal penetration into various markets. This festival season Cadbury is embarking on a journey to encourage people to multiply their joy by making others happy. This message is being conveyed through the new CDM Diwali commercial which revolves around the theme “Iss Diwali Kyun na kuch Mithas ho jaye”
The concept of Cadbury’s new Diwali campaign is to seed the thought of sharing and bringing happiness to people’s lives, through the message “Iss Diwali Kyun ka kuch Mithas ho jaye”. So be it a simple act of kindness or taking the effort to fulfill cherished wishes, Cadbury hopes to motivate thoughts and behaviour that bring a smile. The main focus of the TVC is to awaken & inspire people to appreciate those people around them who contribute a lot to their lives but whose efforts they rarely recognize and reciprocate.
Sanjay Purohit, Executive Director – Marketing, Cadbury India Ltd said, “This new campaign gives a different and altruistic twist to Diwali celebrations. While keeping the core promise of spreading happiness intact, the commercial encourages people to spread happiness in a larger sphere- the community, thus creating “Mithass”! The communication also gives the Indian tradition a refreshing new approach by bringing the lives of the people closer and thus spreading cheerfulness and delight in each ones hearts”.
The commercial begins with two postmen entering a quiet and dull neighborhood. One of the postmen observes that the society is too silent for the festive season of Diwali. Hence they decide to intentionally interchange the letters of the residents of the society. As each resident start reading the letters, they are stunned to read the good news, but soon realize that the letters belong to their neighbours. They therefore come out to congratulate each other.
According to Indian tradition good news is shared by distributing sweets. One of the residents therefore insists that they should share good news with their neighbour with Cadbury Dairy Milk chocolates. This results in people coming out of their homes and sharing each other’s good news and happy moments with Cadbury Dairy Milk chocolate.
The creative approach has taken the strategy forward beautifully. The commercial captures the infectious happy mood of the residents of the society, and in that context, pitches the brand in a compelling manner.