Over the years, Cadbury is trying to position itself as an alternative to traditional sweets.
In a larger sense..shubh aramb to post dinner meetha cravings is a continuation of the same strategy of making the brand part of everyday consumption
A logical progression where it looks to tap into occasions when traditional sweets are consumed. In majority of the Indian households, it’s customary to have something sweet after meals. This sweet more often than not is compensation for consuming the not so appetizing.. rather bland everyday food (heightened in the tvc’s by karela & laukee)
Hence a series of commercials revolving around family dinners. Each of them trying to capture the individual idiosyncrasies and the casual banter within the family members (husband-wife, father-mother, grandfather- granddaughter.)
AS with other CDM commercials, this series also retains the CDM look/feel. The Tone & imagey is also consistent with the overall campaign and belongs to the CDM world.
Excellent casting and art direction makes a worthwhile watch.
However does it manage to establish itself as an after dinner sweet or does it only tap into another occasion is something that requires a bit more analysis
I would go in with the latter for 2 reasons
1) The messaging is not consistent enough.
The primary take out in the second TVC (The family dinner ) tvc on the other hand is the CDM bribe for kid who makes fuss about consuming everyday foods, ‘post dinner meetha ‘alternative is secondary.
The romance commercial on the other hand talks about how dairy milk as a token/symbol through which one can express love to each other, thereby having nothing in specific with the dinner setting.
2)Secondly, though the VO talks about (khane ke baad..meenthe mein kuch meetha ho jaayye), except the romance TVC, it is unclear whether it is to be consumed while having laukee/karela or is suited for post dinner consumption . The dining table sitting in case of the little girl TVC further complicates the situation.
Also in a larger sense, the idea of having sweets post dinner usually involves consumption of ladoos/mithais …often stored in large containers and under the watchful gaze of the homemaker.
Also the post consumption feeling is one that is plentiful and filling and one that legitimises to the impending burrp.
To replace the same with a few scatterd pieces of flat bar chocolates hardly does justice to the act of ‘eating meetha ‘
It reminds more as a replacement for the mint/saunf that just about manages to refrclear the tste of the mouth than the ladoo/mithai that is otherwise consumed in everyday homes.
http://www.youtube.com/watch?v=rf0X0ycQz3I
http://www.youtube.com/watch?v=G2wBnjtmmg8
