Cadbury - Rishte pakne do

IIPM - Admission Procedure

BRAND : Cadbury
AGENCY : Contract
BASELINE : Rishte pakne do

DESCRIPTION: Couple attend a party and gifts a statue to the hosts, who hate it, and pass it on to another couple. This carries on until one day it reaches to the original couple. VO says, “Woh taufa hi kya jo dil se na diya… Cadbury Celebrations – is taufe mein hai who mithaas jo rishton ko banaye khaas.” In the end the same couple gifts a packet of Cadbury Celebrations box & their friends are really happy.

4Ps TAKE: The festive season is coming up, and Cadbury is all set to cash in on that flavour. The storyboard is interesting as it takes into account a dilemma faced by a lot of people: what to give as a gift? No need to worry, because you have Cadbury’s Celebrations. The communication is funny, with the song “Taufa laya…” playing in the background. USP is the assorted collection that the Celebrations pack (it’s beautifully packaged too – so no need to even gift-wrap it!) offers. The reward to the prospect – a globally trusted brand. In an age where traditional mithai is being replaced by chocolates, Cadbury has a great option to build relationships in Indian households in festive times, doesn’t it?

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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