From the makers of Shubh Aarambh we expect better
The Campaign
The film shows a couple on a holiday in the snowy mountains. Despite the location being breathtaking in its beauty, the man is almost insensitive to his surroundings and chooses to answer emails. The woman, who is more in touch with her childlike inner self, provokes a snow fight with the man; the outcome of the fight is nothing short of pure joy. ?
Our Take
Snowy mountains, a young couple, romantic music playing in the background?what’s the first thing that comes to your mind? A Yash Chopra film shot in Switzerland. This ad is a copy of countless Yash Chopra films?a young couple running in the snow, the woman trying to catch the man’s attention, a playful snowball fight and everything is hunky dory. The only difference, a bright bar of Cadbury Dairy Milk thrown in to play cupid. Our question: What went wrong? This is so way behind the countless Cadbury ads that have entertained us and forced us to acknowledge our softer feelings. It’s neither breezy nor mushy. From subtle we go to shallow, from sweet we move to saccharine.
Campaign: Joy in Snow
Brand: Cadbury Dairy Milk
Company: Mondolez India
Agency: Ogilvy and Mather
On its part, the brand says the idea was to look beyond its functional, social or culturally contextualized role. Therefore
this ad. But, from the guys who brought us Shubh Aarambh, we expect much better.
