Cadbury India celebrates 'pay day' with Dairy Milk

Cadbury India has unveiled a new campaign that continues with the brand's 'Kucch Meetha Ho Jaye' positioning. Created by Ogilvy & Mather, the campaign revolves around the theme of 'Pay Day', which is associated with happiness by most people.

Commenting about Cadbury's latest communication, Sanjay Purohit, director - marketing, Cadbury India said, "This new campaign takes the concept of celebrations to yet another level. With the Pappu and Miss Palampur campaigns, Cadbury Dairy Milk created a space for itself during the big, community celebration moments. This new commercial keeps the core promise of happiness while introducing another 'moment of joy' in one’s life. Also, the new TVC highlights the celebratory occasion of pay day, which is an important event in the life of every middle-class Indian."

Said Abhijit Avasthi, executive creative director, Ogilvy & Mather (India & South Asia), “We were looking to come up with another interesting, unique meetha moment. We realised that while celebrations have been done for various occasions, the celebration for ‘pay day’ was not done.  Pay day emotes feelings that are naturally celebratory in nature. Pay day makes you feel as rich as a king or as rich as a crorepati. This is the moment that CDM captures in the new CDM campaign.  And then we lucked out on the 50s' Kishore Kumar song that brings the pay day story idea together beautifully.”

Speaking to Campaign India about the task at hand, Shekhar Jha, creative director, Ogilvy & Mather said, "Generally, the first of every month is the day everyone feels rich and in the mood to indulge. We had to position Cadbury Dairy Milk as something that can be a part of this day of happiness, promises and salaries. Cadbury automatically lends itself to the celebrations."

Watch the TVC here:

Cadbury Dairy Milk from Campaign India on Vimeo.

The storyline unfolds in a really old office where clerks are busy typing and the main protagonist is one of them. A cashier approaches the main protagonist to give him his salary. The protagonists soon starts singing  with sheer happiness as do all the typists. Similarly the newspaper boy and doctor appear as well. And then a kid appears to whom he hands over a Cadbury Dairy Milk bar. Cut to the scene where he protagonist's wife is all ready to go to the cinema for the evening. He even buys a ticket for her in black, since the movie is housefull. While watching the movie, he puts his hand around his wife’s shoulder and she sees he is holding a Cadbury chocolate bar in his hand. Everybody joins in the celebration. The TVC underlines the brand's positioning that Cadbury Dairy Milk is always around to celebrate one's joyous occasions.

"The consumer insight," says Jha, "arose from the fact that most people feel indulgent on the day they receive their salaries. We decided to build up on this insight."

The media mix for the campaign comprises TV, outdoor, Internet and radio. The creative team includes Piyush Pandey, Avasthi, Jha and Mahesh Gharat. The film has been directed by Prasoon Pandey of Corcoise Films.