The new campaign for Cadbury’s Bubbaloo Decision Gum by Contract Advertising is aimed at teenagers who get into a dilemma making decisions.
WATCH the TVC (story continues below)
The TVC features three brothers in various situations, the youngest of whom looks to the elder two (who are twins) to help him decide what to do. So, when he spots an "A” rated film playing at a movie theatre and asks his brothers whether to go watch it or not, one says, “Yes”, while the other discourages him and says, “No.” The same thing happens for a party happening outside their house. Finally, at a river bank, where the boys see a bevy of beauties, the young boy is thrilled at the potential of this opportunity. The twins meanwhile do their routine of agreeing and disagreeing. This time however, when the elder twin dissents, the youngest refuses to be disappointed any more, and unwraps a Bubbaloo decision gum. A voiceover tells him, “Don’t get stuck in between the ‘yes’ and ‘no’.” He pops in the gum and his tongue takes on a green hue, which gives him the green signal he needs to leap happily into the water. The slogan at the end is: “Decision hai gum ka”.
Commenting on the new campaign, Narayan Sundararaman, director - Powdered Beverages, Candy & Gum, Cadbury India said, “The key insight is that teenagers of today face numerous moments of indecision- they yearn to take the decisions in their own hands. Our new variant will help them in doing just that. In the clutter of the confectionary category, where most brands talk about great taste and flavour, this is a differentiated idea which should create a lot of buzz and excitement."
Speaking of the creative thought behind the campaign, Juju Basu, vice president and senior creative director, Contract India, said, "Bubble gums need a reason to stick in your mind, so we took something that's important to teenagers and their 'decisions' and built the brand's story around it."
Agency: Contract Advertising
Vice President and Sr. Creative Director : Juju Basu
Associate Vice President and Sr. Creative Director: Rayomand J. Patell
Creative Director: Vikas Dubey
Sr. Art Director: Vikram Dhembare
Copy Supervisor: Vijay Joy
Sr. Vice President: Shivaji Dasgupta
Group Account Manager: Nikhil Gonsalves
Account Executive: Shahanaz Mansoor
Head of Planning, Mumbai: Anand Damani
Account Planner: Shikha