Cadbury, the country's top confectioner, has launched another campaign for its flagship chocolate brand, Cadbury Dairy Milk. This campaign's punch line is "meetha hai khana, aaj pehli taarik hai!" ... What a way of celebrating the payday!! The positioning is clear. Cadbury wants its brand Dairy Milk to become an inalienable part of all celebrations. And going by the TVCs being made to hammer this thought to the viewers, it is clear that Cadbury wants to see to it that even adults do not shy away from it..
Now that the stage for discussion is set.. the need is to do a bit of revisiting and rethinking.. When a leading confectionary brand targets and builds a positioning and brand building campaign on a mass thinking that "we are all happy and we eagerly await the pay day", it reinstates the importance of this day... this day, whose importance had been lost - a little - in these days of "recession"... The ambience of the day had changed from complete rejuvenation to increasing extent of self pity and company loathing!! The feeling of expecting refilled bank accounts had been reduced to half filled ATMs! All of this leading to an open secret of fearing to see the salary slip on the pehli taarik... (and not to forget, some organizations, which chose to forego the concept of giving tankha on the pehli taarik.... pity pity and more pity!! )
Anyways coming back to the point, should we also appreciate the timing of this campaign.. Now that everybody seems to be suddenly over-optimistic over the "markets" and saying that good times are reviving, it seems that the pehli taarik would again become a happy day... And to encash this, Cadbury wants you to have some meetha - Dairy Milk chocolate... Well with the kind of frequency built up by the TVCs (esp the continuous ones bring aired today on MTV - thats the only channel I watch in the mornings! kickass mornings!) & print ads, it seems that if not for anything else, at least to try it out, we all definitely try out a Dairy Milk Chocolate today!!!!
So....
at the end...
Aaj pehli taarik hai..... and.... khush hai zamanaa.... and meetha toh definitely hai khana!!!!!!
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