Age no bar for Cadbury Gems, or its Surprise toys

Cadbury has launched a new TV commercial for its Gems Surprise packs with toys inside, extending the brand’s proposition of ‘Raho umarless’. The TVC created by Ogilvy & Mather went on air on 1 December.

The TVC starts on a sombre note with two men sated at a table and having an animated conversation about Gems Surprise toys. They are negotiating for a doctor panda toy. One of them, in a suit with a mop of grey hair says, “Aap meri majboori ka faayda utha rahe ho.” The other, in a white kurta, looks on smugly and suggests that the suit clad man go to the store and ask for the Gems Surprise pack which contains a doctor panda toy. He opens another Surprise pack to find another doctor panda. The suited man grudgingly trades five pandas for one doctor panda. The voice over says, “No umar for toys. Cadbury Gems surprise: Raho Umarless’. The TVC ends with the suit clad man jumping with joy and an array of the Gems Surprise toys are shown.

On the communication, Manoj Shetty, group creative director, Ogilvy & Mather, said, “It’s a promo commercial. We had to say that the pandas come free with Gems Surprise. Now the insight about free collectibles is that people often get many of some characters and none of some other, which leads to the exchange, something that most children indulge in.”

“Since Gems’ claim is that there is no age to be childlike, we decided to have grown men do the ‘exchange’ conversation. Simply put, we just put a childhood thing and slapped it to an adult situation,” he added.

Credits:

Client: Mondelez India
Agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Group creative directors: Manoj Shetty, Vijay Sawant.
Senior vice president: Sonali Sehgal
Director: Ayappa
Producer: Anand Menon, Amarjeet Phukhan
Music: Sameer Uddin
Media agency: Madison Media - Pinnacle