Though the Cadbury Celebrations ad is a rendition of an old concept but it’s the characters and the storyline that make it appealing
Campaign: Is Diwali Khushiyan le chalo
Brand: Cadbury Celebrations
Company: Mondelez India
The ad opens on a group of soldiers having tea. Seeing one of his colleagues looking disturbed, one of the soldiers asks the reason behind it. To which, a third replies that their colleague has made several phone calls to his home but all his efforts to reach out to his family have been in vain. Hearing this, he signals to someone behind the door. A girl then enters the room and wishes the disturbed man who happens to her brother, ‘Happy Diwali’. The man, clearly surprised, turns around to find that his sister along with his parents have come to celebrate Diwali with him and his friends. He leaps up from the sofa to greet his parents. His father, who is shown carrying a box of Cadbury Celebrations, offers Diwali wishes to his son’s friends. The man now tells his father that he has forgotten to get a gift for him. His father, in mock seriousness, replies that the only thing that should matter now is that he has got his parents’ blessings. His friend cheekily agrees with the father. The man is then shown chasing his friend for the chocolate box while everyone is shown laughing at the banter. The ad film ends with a voice-over saying, ‘Cadbury Celebrations le chalo. Is diwali khushian le chalo’.
It It is festive season and once again brands have taken to television to dish out another festival campaign. For decades now, Mondelez, earlier Cadbury India, has been fighting its battle against Indian sweets by trying to position its chocolates as the most preferred sweet. Once again riding on happiness as the key proposition, the ad film fails to surprise the viewers as it looks like a rendition of an old concept. Having said this, what makes the ad film appealing is the characters and the way the story is told. The fact that the agency decided to tell the story through men in uniform who perhaps every year go through a feeling of disappointment as they are not able to spend their favourite festival with their family, lends an emotional tone to the story-telling. Viewers across the country would definitely empathise with these soldiers. Each character played his and her role to perfection. So even if the concept looks like a blast from the past, the characters and the storyline makes the ad a delight to watch. In all, the chocolate brand once again wins the hearts of many.