Following the launch of its dark chocolate Bournville, Cadbury India has broken mass media with a TVC to promote the offering. O&M is the creative agency that has worked on the commercial. The TVC tells the consumer that "Cadbury Bournville cannot be bought, it must be earned".
Abhijit Avasthi, executive creative director, South Asia, O&M says, "The brief was to launch Bournville, the fine dark British chocolate meant for the discerning connoisseur."
Commenting about the consumer insight behind the campaign, Avasthi elaborates, "Typically, consumers buy ultra-premium products on imagery which derives from legend, pedigree and rituals around the product. Therefore, we have built on this imagery, for the brand."
The spot opens on an Englishman holding a slab of Cadbury Bournville in his hand, and explaining the legend behind it. He tells viewers about the tradition in Bournville (where the chocolate originates from), where the person is supposed to remove the chocolate from the wrapper gently, closely hear the snap after he breaks a piece, appreciate the aroma and ask himself whether he has actually "earned" the chocolate. Dismissing the tradition as "British mumbo-jumbo", the man proceeds to eat the chocolate despite not earning it, and gets picked up by a monstrous bird for disbelieving the legend.
Speaking about the creative route taken for the TVC, Avasthi says, "There are products that you pick as and when you feel like, and then there are those, a la Single Malts, you treat yourself to only on very special occasions. 'You don't just buy a Bournville, you earn it' builds on this insight. And comeuppance awaits the non-believers of this legend!"
The media mix for the ad includes TV, print, outdoor and interactive. The creative team includes Manoj Shetty, Sidhartha Dutta, Sreejith Kodoth, while the team behind the interactive promotion is Prasanna Kulkarni, Navin Kansal, Anand Gharat and Sony Varghese, among others. Samrat Bedi, Kaustubh Mahajan, Abhimanyu Khedkar, Anish have been a part of the client servicing team. The director of the film is Kalle.