Eyeballing 2012
Some of the better work this year included Cadbury’s on-going campaign—though less distinguished than last year’s effort it continued to move along a very clear and well-defined trajectory. This year the quality was less consistent, but there were winners like the ‘in-laws, outlaws’ commercial featuring a young couple talking on the sidelines of a wedding, and the one where a wife tells her husband she is pregnant. The Cadbury’s Milk Shots campaign that featured Anurag Kashyap looking for appropriate people to cast in a new film worked well, although the same could not be said of another brand from the stable, Oreo, which is too cutesy for its own good. In the case of Oreo, one senses the heavy hand of international campaign formats lurking somewhere in the background.
Tanishq was another brand that did some consistently good work; the wedding gift and the solitaire commercials in particular,
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