The chocolate maker has been milking a number of ideas — but the new commercial is a tad juvenile
'Kuchh Meetha Ho Jaaye'. 'Pappu Pass Ho Gayaa'. 'Aaj Pehli Tareekh Hai'. Cadbury Dairy Milk has been bombarding us with all sorts of messages for the past few years. Perhaps they still have to figure what they really want to tell us. In their defence, the Cadbury guys would say the various messages are manifestations of the same idea. Even so, simple advertising logic suggests the brand must stand for one thing, it must state that, and stick with it. Then different creative interpretations can follow. Especially so in the case of a simple product like chocolate (I mean, they aren’t selling us mainframe computers!).
Well, even as we were reeling under all these messages, in comes a new one: ‘Shubh Aarambh’. This one asks us to forget Lord Ganesha (okay, okay, that’s my naughty addition!), and start a new activity in life with Cadbury Dairy Milk chocolate. And no, the situation in the new commercial doesn’t show people launching careers, marriages or new homes… it’s only a dude using a corny pick-up line to do a ‘Shubh Aarambh’ to a brand new date.
The TVC is set at a bus stop. A young, teenage-ish girl is seen munching on her Cadbury Dairy Milk. The chap, also apparently waiting for a bus, demands to have a bite of the chocolate. (That’s it! I am never gonna eat Cadbury Dairy Milk at a public place from now!) Of course, the girl refuses; she clearly isn’t into supporting begging. The mama’s boy then uses that silly pick-up line. That his mommy says to start all new adventures with a Cadbury Dairy Milk. The girl melts and hands the chap a choc slab. And asks what new mega project is the dude starting out. He coyly says the new project is to drop her home! And that’s it, the girl falls for it!
Yes, yes, I know the commercial isn’t targeted at fossils like me, yet, you have to admit the idea is pretty juvenile and un-sweet. And it’s not even a smart pick-up line. If Cadbury Dairy Milk did want to equate ‘Shubh Aarambh’ with dating ideas, the least they should have done was to come up with witty, interesting, surprising executions. So this clearly isn’t a shubh aarambh to the new expression.
Bottom-line: Sure, ‘Shubh Aarambh’ can become a good brand property with smart extensions of the thought. And then Cadbury Dairy Milk should stick with it for some time, to give it a chance to live. Lord Ganesha would agree!
— Anil Thakraney