Indiantelevision.com Team

(21 June 2007 9:33 pm)

MUMBAI: Taking forward its 'meetha' (sweet) connect, Cadbury India has launched a new TVC for its flagship brand Cadbury Dairy Milk (CDM).

Following the 'Pappu pass ho gaya' and 'Miss Palampur' campaigns, the new commercial seeks to extend and broaden the "kuch meetha ho jaaye" proposition.

The TVC featuring its brand ambassador Amitabh Bachan has been created by Ogilvy & Mather advertising. Red Ice Productions' Sujit Sarkar of Yahaan fame from Red Ice Productions has produced the commercial, which was shot at Mumbai's InOrbit mall.

Says creative director Jha who worked with O&M group creative director Abhijit Awasthi on the TVC, "The objective of this campaign was to further strengthen this 'meetha' association by driving preference for the brand in driving from the previous used 'celebratory' occasions into a new occasion - 'craving to have something meetha'."

The two step campaign was kick-started with a teaser in the first week of June 2007 showing Bachchan hitting a lamppost and becoming unconscious in his craving and urgency to have something 'meetha'.

The teaser commercial invited the viewers to visit the website www.meethamoments.com to guess what happens next.

Reasoning the multi-step campaign Jha says, "In this age of cluttered media scenario, disruption helps in capturing the consumers attention and intensifying interaction with the brand. The two step campaign was intended to deepen consumer involvement."

Cadbury India marketing director Sanjay Purohit says, "Over the 10 days between the launch of the teaser campaign and the reveal campaign, over 17,000 visitors have registered on the website and entered a competition to preview the continuation TV commercial before its launch in the channels."

The new TV commercial will be supported by a 360 degree campaign using radio, print, outdoor, on-ground (multiplexes and malls), mobile and online media.