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Diwali is the time for people to come together, reaching across relationships and boundaries. It is an occasion for celebrations, sharing and spreading happiness. ‘Cadbury’s Celebrations’ aims to propagate this very thought through its latest Diwali Campaign - “Iss Diwali Aap Kise Khush Karengey? Kuch Mithaas ho jaaye”. The idea behind the campaign is to seed the thought of sharing & spreading happiness to bring a spark into people’s lives this festive season.
The central thought of the commercial is to make others around you genuinely happy. They may be your grand parents who have brought you up with sweet tales through the years or your postman who brought you all the letters that you waited for or perhaps even your girl friend’s father who has never smiled at you.
The commercial opens with a Radio Jockey who finds a Cadbury Celebrations box at his desk sent by his daily listeners. He turns back to find three female fans waving to him through his studio window.
One of the most significant sequences in the commercial shows a pizza delivery boy working overtime on the eve of Diwali. He gets surprised with a Cadbury’s Celebrations being gifted by the customer he delivered pizza to. The gesture warms his heart and makes him feel appreciated.
The commercial sprinkles many more vignettes, where people of all ages spread joy by gifting a Cadbury’s Celebrations to those they have mostly taken for granted. The commercial ends with “Iss Diwali Aap Kise Khush Karenegey? Cadbury Celebrations Kyu na kuch Mithaas ho jaaye”
Cadbury’s has extended its marketing strategy to the internet space and has launched an innovative & interactive website www.meethamoments.com wherein one can experience the meetha thought via sending of personalized e-greetings to their friends & family. It also allows visitors to view the latest commercials, listen to the radio spots from Cadbury and also find a link onto other internet applications.
Cadbury has also entered into a strategic alliance with Facebook and Orkut to further promote the core message of the brand. Cadbury’s has created a Facebook application that urges all Facebook members to send invitation to their near & dear ones for what they wish to have this Diwali. This innovative marketing tool revolves around the central theme of the Diwali Celebrations Ad Campaign, ‘Iss Diwali Aap Kise Khush Karengey?’
Named “Diwali Wish”, this application, gives users an opportunity to create a wish-list of the 5 things they crave for the most this Diwali. One can then send it to friends and persuade them to fulfil these wishes. Friends on reading the wish-list can choose to fulfil one of the wishes. They can also add the application & send out their wishes, thus creating multiple opportunities to spread joy & happiness.
Commenting on the launch, Sanjay Purohit, Executive Director - Marketing, Cadbury India Ltd said, “In the past we have positioned Celebrations as a great product for gifting to loved ones. Adding to the same thought this year, we have conceptualized a new thought of gifting Cadbury Celebrations to people who least expect it. We have created a complete 360 degree campaign to involve & engage the TG by promoting the big thought of ‘Iss Diwali aap kise khush karengey ’. This integrated communication strategy will be rolled out to intensify the engagement with the consumers. The mediums of communication will include television, print, radio, online, and outdoor activities.”
The commercial is the latest in the highly successful ‘Iss Diwali Aap Kise Khush Karengey ?” series of ads conceptualized by Ogilvy & Mather. |
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Cadbury India Ltd. |
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