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Evolution of relationships reaches apogee: Even Rajiv Rai would appreciate it



October 28, 2015 2:56:21 PM IST
By Nalin Rai, Glamsham Editorial
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As Diwali starts approaching, a mad clamor sets in, in the world of advertisement to come out with as innovative campaigns woven around the products, leveraging on the relationships to entice the latent urge of the consumers to indulge- indulge for the craving that has been lying latent for quite some time- and there is no better sinful indulgence than a chocolate- and this time around the campaign is going to reach new heights for sure. After all, it has delved into one of the most difficult relationships that form the matrix of social relationship spectrum- the relationship between a mother-in-law and a daughter-in-law- a relationship that is always at the ultimate limits of its tensile strengths, looking for the triggers to snap.


CADBURY DAIRY MILK - BADHTI DOSTI KE NAAM, KUCH MEETHA HO JAAYE
CADBURY DAIRY MILK - BADHTI DOSTI KE NAAM, KUCH MEETHA HO JAAYE

Even a Rajiv Rai, from whose film VISHWATMA- the song Saat samundar paar has been used for the narrative would be mightily pleased that the song from his film has been woven to raise a hope of relationship between a daughter in law and a mother in law gravitating to warmth and climaxing in the form of the duo dancing gay abandon downing their hair in front of a marriage procession of which they are not a part of. The intelligent use of the song in fact also underlines the premise that a bahu traverses the saat samundar to find a new home for herself, and if the mother-in-law could warmly welcome a daughter-in-law, the new relationship for the family indeed could be laid on the foundation of warmth and happiness.

What is also interesting about the concept that it has not been shot in a metropolitan setting, but the shot has been situated in a mofussil time, where the relationship never graduates to a warmth between a daughter-in-law and a mother-in-law, as it could have started happening in case of a metropolitan city- and through the advertisement there is an eternal hope that may be this relationship would also evolve through the catalyst of a chocolate.

In the decade long journey that Cadbury chocolate initiated by focusing on relationships and initiating the campaign by bringing in Amitabh Bachchan to convince the public that there is nothing wrong with the chocolate, to positioning as a part of daily ritual with the tagline - Kuch meetha ho jaye - after all we all desire a Meetha after a food course- to now positioning it as a brand that works as a catalyst in solidification of relationships-the tagline being- badhtee dostee ke naam- Cadburys seems to be positioning itself as a necessary ingredient of the day-to-day ritual of the family.

While Cadbury through this copy may be hoping to reap the commercial dividend, one only hopes that the idea that the copy writers have picked up indeed starts undergoing transformation, and it would be worthwhile if Cadbury could do an impromptu follow up in households across the country to find whether the relationships between the mother-in-law and the daughter-in-law could indeed evolve and attain the much needed warmth.

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