Cadbury India features disgruntled butler in new Bournville campaign

Cadbury India has rolled out a new commercial for its premium dark chocolate brand, Bournville. Created by O&M, the campaign aims to take forward the 'Earn your Bournville' positioning. The commercial features a disgruntled butler who disobeys the Bournville legend and is 'punished' for it.

Speaking to Campaign India, Manoj Shetty, creative director, O&M said, "There was no new brief from Cadbury India for this campaign. A butler is normally a gentleman's gentleman. He's also British. He even knew the ritual of eating Bournville. So ideally he should have known that the Bournville legend is not to be messed with. But alas."

Watch the TVC here:

 

The commercial begins with a man rebuking his butler for not being able to appreciate the finer things in life. As soon as the man leaves, James, the butler begins wrecking the mansion. He is sick and tired of his master ridiculing him. In protest, he kicks the umbrella stand and brings it crashing to the floor, pours tea all over the floor and feeds the fish cookies. Finally, he opens the pack of Bournville and begins reciting the 'legend', while simultaneously eating the chocolate. He claims that he hasn't 'earned the right' to eat Bournville, but he is going to eat it anyway. Suddenly, he finds himself buried under a piano, as a sort of 'punishment' for ignoring the Bournville legend.

 

When asked whether Cadbury India is considering a change in Bournville's positioning sometime in the near future, Shetty replies, "Never. Ever."

"It's a rather interesting category, this dark chocolate segment. It's nascent and the consumer is not entirely evolved. Yet. One of the perceptions the non-user has is that dark chocolate is bitter. Which is totally not the case. In the future we will work at correcting this perception. But all communication will continue to reinforce the 'Earn it' angle," says Shetty, on the challenges of working on a category like dark chocolate.

Commenting about the consumer insight, Shetty says, "The insight is simple. People save their best drinks to celebrate some kind of achievement. And pitching Bournville there helps establish its premiumness."

Credits:

Project: Cadbury Bournville 'Butler's woes'
Client: Cadbury India
Creative agency: O&M
National creative directors: Abhijit Avasthi, Rajiv Rao
Creative director: Manoj Shetty
Copywriter: Manoj Shetty
Art director: Sid Dutta
Production house: Acne
Director: Henrik Sungren
Planning team: Kawal Shoor
Client servicing team: Samrat Bedi, Kaustabh Mahajan

Account director: Sidheshwar Sharma
Sr. account executive: Nivedita Lahiri
Media agency: Madison
Media used: TV