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Chocolate & Confidence: Evolution of brand in sync with Indian social milieu

September 8, 2010 07:12:23 PM IST
Enkayaar, Bollywood Trade News Network
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Would Amitabh Bachchan have been able to convey the poignancy of the occasion in the same manner as the old couple has done for the new Cadburys' advertisement? Here is an advertisement where an old granny has been asked to wear the jeans by the grandpa and the granny is so-shy that she has been fixed to the door with a fevicol ka jod, but with a piece of Cadburys chocolate she takes to wearing jeans like a fish to water. Two rather unknown faces, underlining the importance of the product rather than overpowering the product through the persona had it been a celebrity like Big B in the copy! Would a piece of sweet have given this confidence to the lady to begin a new moment in her life, not likely? Or for that matter, the teenager boy trying to flirt with a girl at the bus stop, by seeking a piece of chocolate that she is shown eating to gain the same confidence.

As a matter of fact the manner in which the advertisements of Cadburys chocolate have evolved in India is reflection of the confident strides that the society is gaining socially. The first campaign that had caught eye was "Kuch Khass hai hum sabhi mein", and intelligently enough a teenager girl was used in the copy, dancing inside a stadium which was symptomatic of emergence of new confident girl power in the country, and henceforth girls started coming imaginatively confident in advertisements of various products.

When Big B came along it became a moment of disruption for the brand as also for the social history of India as a country which had a sweet tooth and which devoured sweets started giving preference to chocolates as gift items and as an integral part of pious occasions, like Diwali or Holi. While Big B gave the chocolates a definite push in terms of its acceptance as a consumable item in an average household on a day-to-day basis, subsequently his persona started dominating the brand. So we had campaigns where Big B used to morph in the form of a ghost inside the body of a Young girl and eating chocolates. The element of connect with the brand was not coming in the same forceful manner as it was their earlier, so it was a clear signal that the brand had to move away from Big B. It goes without saying that had it not been Big B chocolates would not have been that popular as they became mired in controversy of being infected with germs and it was during those troubled times that the persona of Big B helped in repositioning the brand.

Indeed, now that the older generation which has to most of the times live alone in the cities of the present times, is shedding its inhibitions and trying to live the life on their own terms, the new campaign of chocolate indeed would emerge as a veritable tool for it.

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