Game Changing Brands of 2011 - Part 3
Shubh Aarambh! and Kuch Meetha Ho Jaye!
The third brand campaign that I would like to talk about is the latest set of Cadbury campaigns. In terms of emotional connect I believe these ads score quite high. The current market share of Cadbury in India is about 70%, which at first look seems very encouraging. However, once you realize that the market share of Cadbury in the 1990's was over 80%, the aggressive marketing starts making sense. The arrival of Nestle with Kit Kat and of other firms has eroded some of Cadbury's market share over the years.
Cadbury has always had a reputation for creating very soothing and heartwarming adverts. It all started with 'Real taste of life' campaign and then moving on to the 'Khanewalon ko khane ka bahana chaihye'. One has to give Cadbury a lot of credit for striking the right chord with its latest campaigns. The latest set of insights generated are very relevant to the Indian context.
Insight 1: We Indians like to eat something "meetha" before an important occasion or before doing something important. This insight is the basis for all the ads under the "Shubh Aarambh" brand proposition. Some of the ads which were launched in 2010 but are still aired.
Every ads depicts a very different, eye-catching scenario but what connects all the ads is a very heartwarming line "Shubh kaam karne se pehle kuch meetha kha lo! Kaam accha Hoga!". It cannot get anymore "Indian" that this. The ad depicts something which is very unique to India. Sweets symbolize happiness in India and by reiterating this message in their communication they capture the essence of those happy moments.The best part of these ads are that a person from any age can connect to them.
Insight 2: Indians like to have something sweet after every meal. It almost like a tradition where people prefer to have traditional sweets. However, Cadbury wants to occupy that place in the consumer's mind. By breaking the traditional barriers they are extending their imprint beyond just chocolate manufacturers. The ads revolve around the line "Meethe mein kuch meetha ho jaye!". Some of the ads:
The recent "meethe mein kuch meetha ho jaye" is only an extension of their strategy. However the ads are quintessentially middle class and is so close to everyone of our lives that it elicits a very positive emotion. Every ad captures an event or an emotion that passes over the dinner table with middle class families. The series of ads have been executed very intelligently starting from a small girl depicting cuteness and ending on a very romantic note.It is indirectly saying that there is 'something for everyone'. I smiled the first time I saw those ads and I think if they can execute that on a mass-segment than they have crafted a successful advertising strategy.
Cadbury is becoming a trendsetter by looking beyond chocolate manufacturers and making an attempt to capture the market of traditional mithaiwalas. Every ad created is like a 30 second Hindi movie with a happy ending and thats why they resonate with the Indian consumer. They are looking to devise more occasions and moments to have sweets to drive consumption and drive more sales. I believe this strategy is very astute and innovative.
The third brand campaign that I would like to talk about is the latest set of Cadbury campaigns. In terms of emotional connect I believe these ads score quite high. The current market share of Cadbury in India is about 70%, which at first look seems very encouraging. However, once you realize that the market share of Cadbury in the 1990's was over 80%, the aggressive marketing starts making sense. The arrival of Nestle with Kit Kat and of other firms has eroded some of Cadbury's market share over the years.
Cadbury has always had a reputation for creating very soothing and heartwarming adverts. It all started with 'Real taste of life' campaign and then moving on to the 'Khanewalon ko khane ka bahana chaihye'. One has to give Cadbury a lot of credit for striking the right chord with its latest campaigns. The latest set of insights generated are very relevant to the Indian context.
Insight 1: We Indians like to eat something "meetha" before an important occasion or before doing something important. This insight is the basis for all the ads under the "Shubh Aarambh" brand proposition. Some of the ads which were launched in 2010 but are still aired.
Every ads depicts a very different, eye-catching scenario but what connects all the ads is a very heartwarming line "Shubh kaam karne se pehle kuch meetha kha lo! Kaam accha Hoga!". It cannot get anymore "Indian" that this. The ad depicts something which is very unique to India. Sweets symbolize happiness in India and by reiterating this message in their communication they capture the essence of those happy moments.The best part of these ads are that a person from any age can connect to them.
Insight 2: Indians like to have something sweet after every meal. It almost like a tradition where people prefer to have traditional sweets. However, Cadbury wants to occupy that place in the consumer's mind. By breaking the traditional barriers they are extending their imprint beyond just chocolate manufacturers. The ads revolve around the line "Meethe mein kuch meetha ho jaye!". Some of the ads:
The recent "meethe mein kuch meetha ho jaye" is only an extension of their strategy. However the ads are quintessentially middle class and is so close to everyone of our lives that it elicits a very positive emotion. Every ad captures an event or an emotion that passes over the dinner table with middle class families. The series of ads have been executed very intelligently starting from a small girl depicting cuteness and ending on a very romantic note.It is indirectly saying that there is 'something for everyone'. I smiled the first time I saw those ads and I think if they can execute that on a mass-segment than they have crafted a successful advertising strategy.
Cadbury is becoming a trendsetter by looking beyond chocolate manufacturers and making an attempt to capture the market of traditional mithaiwalas. Every ad created is like a 30 second Hindi movie with a happy ending and thats why they resonate with the Indian consumer. They are looking to devise more occasions and moments to have sweets to drive consumption and drive more sales. I believe this strategy is very astute and innovative.
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