Cadbury Dairy Milk has always been a part of our childhood and still, it is. We all have a part in their story. We can relate our life to them. There begins the story of an amazing piece of brand storytelling. The tagline ‘Shubaarambathinu Munp Alpam Madhuram’ is still in our hearts and lives. A tagline that shows the sweetness of every new beginning in our life. We placed Cadbury Dairy Milk as our choice of adding sweetness to our fresh beginnings in life.
Breaking the stereotypes
Recently, Cadbury released its new campaign of cheering girls and women celebrating their moment of success for their immense hard work which gave an impact on the empowerment of womanhood and gender equality. Their campaign has the idea of breaking the norms and cliches of society. Using role swapping as their campaign idea, they’re Giving an entirely fresh face to empowerment and equality.
Every advertisement has a new way of communicating politics to society. That’s the point where their campaign has a lasting impact on the audience. They have a different approach by breaking the stereotypes and choosing political correctness. Showing another perspective of equality to society.
On their latest ad on Youtube, Cadbury India wrote the line, “Join Cadbury Dairy Milk in celebrating and cheering for our girls who are making spectacular success stories and emerging as powerful role models for the youth.
Old campaign vs New Campaign
Do you still remember the good old Doordarshan days where the ad was about the celebration of the T20 series where a girl runs from the stadium and dances for the male batsman who wins the game by hitting a six. Yes, there is a similarity in concept. That’s where Cadbury Dairy Milk stands out as a brand. They just changed the perspective with the same concept they have done years before. Every perspective is changing. So being a part of the change is being part of the game. That’s where the brain is. Placing the brand with the current scenario makes people feel that a particular brand is closer to them. That’s the power of registering a brand in people’s minds. We are in a phase of reconstruction. Correcting our viewpoints that were registered in our mind by the society. What Cadbury’s did with their latest ad was that correction. Projection of change and perspective of dreams. There are no gender barriers to dream and following them. We should support each other without gender bias. We can see men celebrating the victory of women.
The only difference between the old and new ads is the angle they presented them.
Manesh Swamy who is the Creative Director of Hungama Creative Services mentioned that the journey of Cadbury is like the Sholay of the Indian advertising world. Every ad campaign they did has an everlasting impact on the end buyer.