On A Sweet Note

Cadbury has come out with some memorable ads in the past that have stayed with us — the dancing girl on a cricket field, or the bride struggling to pop a cube with mehendi on her hands and Amitabh Bachchan’s ‘Pappu paas ho gaya’ ad.

Lately, it has been focusing on making the brand a sought after ‘meetha’ on the dinner table. The new ad campaign shows a family discussing who deserves #TheLastPiece of the chocolate.

Ogilvy & Mather — the agency that conceptualised the ad film for Mondelez — has roped in Waheeda Rehman as the a grandmother who gets away with #TheLastPiece in the end while the tagline goes — ‘Khaane ke baad kuch meetha ho jaaye’.

“Today’s busy consumers are looking for opportunities to connect with family, and this campaign seeks to position Cadbury Dairy Milk as a way to bring joy and banter around the dinner table,” says Prashant Peres, director of Marketing (Chocolates) at Mondelez India.

 “Cadbury being a real and honest brand, the story needed to be just as real as real relationships and moments in our lives,” says Neville Shah, group creative director at Ogilvy & Mather. “Making the sweet grandmother win the last piece, with a cheeky excuse, seemed instantly charming and real,” he adds. 

(This story was published in BW | Businessworld Issue Dated 29-06-2015)