With an extremely tight script and Anurag Kashyap playing his real-life role, this Cadbury Dairy Shots ad has a natural look and feel
Campaign: Dosto ke saath kuch meetha ho jaye
Brand: Cadbury Dairy Milk Shots ? Shots with Friends
Company : Cadbury Kraft Foods
Agency: Ogilvy India
The Campaign
The ad opens on director Anurag Kashyap struggling to find the perfect actresses to cast in his upcoming film. As he sits in a caf? describing his dream cast on the phone, he realises they are much closer than he expected. The young group of girls on the neighbouring table is ecstatic, to say the least, when they hear the director describe characters who look exactly like them. The ?chocolate laddoos? that are a part of each character?s thought bubble act as the ?sweet? metaphor that symbolize and connect the range of positive emotions they experience. The closing voice-overVO summarizes the mood of the TVC, ?Dosto ke saath kuch meetha ho jaye?.
Our Take
This ad was launched to introduce Cadbury Dairy Milk Shots? new Rs 10 pack called Shots with Friends. The Shots proposition of ?mann mein ladoo phoota? was all along a hit, and this film captures the camaraderie and bonding among friends as they celebrate with Cadbury Dairy Milk Shots. It captures the essence of the product ? sharing among groups of friends, and further builds on the brand?s core message of celebrating small but significant occasions with Shots. Casting Anurag Kashyap as a film director desperately looking for his dream cast was definitely a brilliant idea, and makes the ad stand out. The Bollywood connection and the audition theme lend a unique and fresh flavour to the ad and should make it memorable, especially for the youth, its target audience. These guys had fun making the ad and that can be seen in the way the ad has turned out, devoid of any artificial touches. With an extremely tight script and no loose ends, this ad hits the bull?s eye. Was that the Kashyap touch?
Rating ***
RATINGS 3 stars