The brand's new tag line 'Kuchh Achha Ho Jaaye, Kuchh Meetha Ho Jaaye' is aimed at building a strong brand equity and marks Cadbury's 70th anniversary in India.
Cadbury's 'Kuch Meetha Ho Jaaye' campaign is somewhat iconic in the advertising and marketing space and even with its vast consumer base. Time and again, however, the brand has released new creatives - each with a different message - under the 'Kuch Meetha Ho Jaye' umbrella.
The brand's latest tagline - Kuchh Achha Ho Jaaye, Kuchh Meetha Ho Jaaye - is aimed at building a strong brand equity and emotional connect for the brand. The tagline also mark's Cadbury's 70th anniversary of its presence in India and is a renovation of its original 'Kuch Meetha Ho Jaaye' campaign.
The new campaign is led by a TVC and will be further amplified through digital and social activations along with PR and innovative OOH.
Commenting on the launch of the campaign, Anil Viswanathan, director - marketing (Chocolates), Mondelez India, says, "For many years now, Cadbury Dairy Milk has represented a host of emotions, from shared values such as family togetherness, good feelings and collective joy. On the brand's 70th year in India, the new 'Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye' campaign, will aim to recapture the Cadbury Dairy Milk spirit, strengthen connections with consumers and shine on people who go the extra mile for others."
Conceptualised and created by Ogilvy India, the TVC features two brothers as its central characters. The younger brother is shown kneeling down in front of an empty Cadbury Dairy Milk wrapper, praying for his chocolate to reappear. The elder sibling is studying while keeping an eye on his brother's antics. The elder brother, out of the goodness in his heart, sacrifices his chocolate and replaces the empty wrapper with his own.
The younger sibling is surprised by what transpires and runs to show his brother that his prayers have been answered, while the elder brother plays innocent. But the mother, a silent spectator, notices her elder son's generous act. The creative signs off with the new tagline "Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye"
Sharing the insights behind the campaign, Sukesh Nayak, CCO, Ogilvy India, says, "This film launches the new positioning of Cadbury. It's a beautiful story that lauds generosity. Something that I feel the world needs a lot these days. This story is a moment captured in a regular day between two brothers; told with a simple human charm, straight from the heart. It doesn't stop at this. There is a whole lot planned to bring alive this thought. It is Cadbury's attempt to bring forth the inherent goodness in people; capturing the spirit in a way that only Cadbury can."
Agency: Ogilvy India
Creative team: Piyush Pandey, Sukesh Nayak, Neville Shah, Yogesh Pradhan, Minal Phatak
Planning team: Ganapathy Balagopalan, Jasmeeta Mehta
Account management: Hephzibah Pathak, Prakash Nair, Neha Shah, Navika Jain, Vishaal Nair
Production house: Breathless Films
Director (film): Vinil Mathew
Producer: Swadha Kulkarni
Director of photography: Tuomo Virtanen