Cadbury Dairy Milk (CDM) and Ogilvy & Mather have launched a new commercial under the umbrella of the “Shubh Aarambh” campaign. The campaign is based on the concept of the Indian tradition of having something sweet before every auspicious occasion, with the belief that it leads to a favorable outcome.
Directed by Vinil Mathew of Foot Candles, the new commercial is set in a middle class housing society, and opens with a couple stepping out of their house. But all of a sudden, the wife hides behind the door. The husband looks at her in astonishment, to which the nervous wife replies that she cannot step out wearing jeans, as she's worried about the the neighbours and her mother-in-law would say. The husband offers her a cube of cadbury Dairy Milk and tells her that his mother would say, “Shubh kaam karne se pehle meetha khalo, kaam acha hoga”. The wife takes a bite of the cube and reluctantly smiles at him. The husband then points towards the exit and she timidly steps out with him. Just then, a young neighbour notices her and says "Arre Waah! Jeans!" The commercial ends with the woman receiving the compliment with some degree of confidence and pride. The VO then states, “Shubh Aarambh. Kuch Meetha Ho Jaye.”
On the selection of situations for this campaign, Abhijit Avasthi, national creative director, Ogilvy & Mather India, said, "While unfolding the 'Shubh Aarambh' theme, we were consciously looking for situations which have universal appeal, though they might connect a little better with certain age profiles. So while the 'Bus Stop' works better with youngsters, 'Jeans' might work a little harder with the adults. Other themes that follow will be equally surprising yet real. Having said that, all the situations are youthful and innocent."
A Cadbury spokesperson commented, "At Cadbury, we have always strived to give our patrons a reason to enjoy every little moment of happiness with a bar of Cadbury Dairy Milk. “Shubh Aarambh” as a thought creates an anticipation of happiness and gives the Indian tradition a refreshing new approach." Of the response to the campaign, the spokesperson added, "The campaign has been well received across the spectrum of our target audience and we are pleased by the initial response that the campaign has received. The advertisements have been especially appreciated for their simplicity and we are positive that this campaign will play a significant role in enhancing the brand connect with the consumers."
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National Creative Director: Abhijit Avasthi
Creative Director: Manoj Shetty
Senior Copywriter: Mihir Dhairyawan
Senior Creative Director: Vijay Sawant
Creative Controller: Sameer Thakor
Planning team:Country Head - Discovery and Planning: Madhukar Sabnavis
President: Kawal Shoor
Planning Director: Ganapathy Balagopalan
Client Servicing:Sonali Sehgal, Kaustubh Mahajan and Nidhi Dangayach
Production House: Foot Candles Film Pvt. Ltd
Director: Vinil Mathew