The commercial seems to be finally back on track, totally slice-of-middle-class life, totally credible. Unlike the earlier juvenile attempt

So, Cadbury Dairy Milk seems to have settled down with the 'Shubh Aarambh' idea for the upcoming festive season. The thought, of course, is that ancient Indian quirk: Make new beginnings by sweetening the mouth, diabetic or not. The second commercial just went on air.
 
Readers will recall that a few weeks back (http://www.moneylife.in/article/78/7766.html), we discussed their first commercial in the 'Shubh Aarambh' series, and that one left me quite disheartened. It featured a couple 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 from the choc. The girl refuses. The mama's boy then uses that silly pick-up line. That his mummy says to start all new adventures with a Cadbury Dairy Milk. And that's it, the girl falls for it! I found the situation quite juvenile and predictable. And I got quite bearish on the idea.
 
However, I totally adore the new commercial, and this one targets the elderly citizens, while being pretty young in its approach. It's set in a middle class household. An aged couple is preparing to visit their relatives. Ma'am is decked up in a pair of jeans, and appears paranoid of being seen in that attire. Especially by her saas. The hubby, who perhaps knows his missus will be demolished, reassures her by offering her a bite from his Cadbury Dairy Milk. (Though I suspect she would have welcomed a cigarette in this situation!) So that they can make a 'Shubh Aarambh' for this precarious journey. Later, inside the building society compound, a young chap admires the aunty for her jeans. And all's well. What the ma-in-law would do is left to our imagination. My guess: She'll light the Cadbury Dairy Milk wrapper and set the poor woman's jeans on fire. 
 
Okay, jokes apart, I really like this commercial. It's totally rooted in our desi tradition, totally slice-of-middle-class life, totally credible. And a plump-ish elderly Indian lady worrying about being spotted in a pair of jeans is a totally charming idea. One hundred times better than the previous bus-stop commercial.
 
So, great. Looks like 'Shubh Aarambh' is back on track. I do look forward to watching more ads in this series. Hope from now on the advertiser and its agency will stick to featuring surprising situations. And ones that are very, very 'hum log'. Just as the one above. — Anil Thakraney