Ogilvy Mumbai has created two new films in the 'Shubh Aarambh' series for Cadbury Dairy Milk.
A film titled ‘Child's Play’ shows a soon-to-be-mother looking for ways to break the news of her pregnancy to her husband. She thinks of several options, and decides on telling him that she feels like eating something salty. Her husband reacts to that by getting her a Dairy Milk - and asks if they could first eat something sweet instead. The voiceover then explains 'A new life's beginning should start with something sweet'.
The second film titled 'Hostel' shows a group of seniors looking to rag their juniors. One particular junior catches their eye and they ask him to join the line of students being ragged. The boy joins the group; and, while getting into line, opens a Cadbury Dairy Milk. Asked why he’s doing so, he responds that it’s in keeping with his mother’s advice: that 'everything that he does should start with eating something sweet'. This amuses the group of seniors. Instead of ragging him, they befriend him.
Commenting on the campaign, Abhijit Avashti, national creative director, Ogilvy India, said, "The Shubh Aarambh campaign was a blockbuster by any measure. Not only did it strengthen the meetha equity for Cadbury Dairy Milk (CDM), it also transformed behaviour with folks eating CDM on such occasions. We thought it would be prudent to continue with the idea rather than find yet another cut on meetha. The two new situations are extremely endearing. Depending on the life-stage a viewer is in, I think they will give leave him/her with a sense of déjà vu."
Agency: Ogilvy Mumbai
National creative director: Abhijit Avasthi
Group creative directors: Manoj Shetty and Vijay Sawant
Servicing: Sonali Sehgal and Bhavna Thakur
Planning: Kawal Shoor and Ganapathy Balagopalan