The Cadbury Story. Shubh kaam karne se pehle, kuch meetha ho jaye!

Shubh kaam karne se pehle, kuch meetha ho jaye hai. The message that Cadbury has brought out in its latest campaign. The idea; to capture the emotions of the Indian audience who are known to have a high emotional quotient. Indian audience’s appeal to an idea which brings out the emotional side of them to act, is overwhelming to the advertisers & marketers. It’s called the ‘Heart over Mind’ concept. Nail the heart & if you have got them to have some goose flesh up their sleeves, consider yourself to have done a good job. A strategy widely followed by our bollywood directors. Keep your mind aside and walk in to a theater, 3 hours later you would still say, ‘What an amazing movie. I just loved it’. But this is what works for the director. And more so for the advertisers & marketers. I see this entire idea in one more way. May be not a realistic one, but surely a simple way of bringing across the importance of reaching the hearts of people. A man’s heart is closer to his wallet than his head.

Cadbury has been an unanimous winner in this category for over a decade now. Starting from their; ‘Dancing girl in the cricket field’ to ‘Iss diwali aap kise kush karna chahteh hai?’ and their recent ‘Shubh kaam karne se pehle, kuch meetha ho jaye, they have won the hearts of millions. The ‘Dancing girl in the cricket field’ brought out the moment of joy, the moment of pride, the moment of love, the moment of togetherness and the moment of sharing that with the thousands of people in the stadium. The ad has had people wait patiently for the soaps to break, so that they would catch a glimpse of the ‘Dancing girl’. It saw the beginning of a brand whose intension was to create a rapport with the people than really trying to push for the product in the advertisement.

Positioning of the brand ‘Cadbury’ definitely deserves an admiration. ‘Want to make someone happy? Gift a Cadbury. The best gift for any occasion’. To interpret that they choose the occasions close to people’s heart; Raksha Bandhan, Diwali, New Year. Most of their earlier campaigns have aimed at driving this perspective & a perspective that young Indian has accepted. It brought out the bonding of a brother with his sister over Raksha Bandhan, a bunch of sober neighbors coming together for diwali, a boss wishing his assistant a happy new year. All with just one ‘Cadbury Celebrations’. The age of gifting sweets (the one that you bought from your nearest sweet store or even your elaborate haldirams) for a festival is slowly starting to change. The young India has started to believe gifting a Cadbury to their friends, family, relatives is more appropriate.

But something that I am going head over heels currently is with their latest campaign, ‘Shubh kaam karne se pehle, kuch meetha ho jaye. The ads of ’The boy starting a relationship with a girl in the bus stop’ & ‘The parents wishing their daughter good luck with a Cadbury for a new beginning in her life while she tries to elope from her house’ has brought in a new dimension to the Cadbury story. It has brought people to have a ‘Cadbury’ before starting anything good. More so with me. My first write up on my blog happens to be the Cadbury story.

While I signed in to start a new blog, I wondered what my first write-up would be. At the same time, I just happened to catch the words in my background, ‘Shubh kaam karne sai pehle, kuch meetha ho jaye’. The next minute, I had a Cadbury melting in my mouth while my fingers started keying in the Cadbury story. Well, it’s my first Cadbury in a long time. It’s my first blog too. I hope I have made a sweet beginning. I would be blogging about brands, advertisements, marketing campaigns, technology, sports, business leaders, celebrities & others in the coming days. I hope you find my blog interesting!