Cadbury Dairy Milk Shubh Aarambh Jeans

[Jamwal]

Let us Figure out what Values this TVC concerns the most...
To me it seems Restrictive Conformity. What do you think?
Restrictive Conformity because internally the women wants to enjoy life and try new things but confines due to Traditional and Social Constraints. Now, let c how Cadbury is helping her unleashing fear and celebrate happiness.
This TVC does not come on television that often can anyone highlight y? Coz for me this TVC is something that will link to people very quickly.

[youtube]http://www.youtube.com/watch?v=odmcmnWj ... 5710AE7F29[/youtube]

[Jamwal]

[youtube]odmcmnWjK10&feature=results_video&playnext=1&list=PLDB94B45710AE7F29[/youtube] so finally could Post the video sorry folks i had lill trouble posting it.

[Ek Kanya]

dont know about restrictive conformity, but:

1) if she is uncomfortbale wearing a jeans, why should she?
2) if Cadburys is placed like this, as a brand, I would not eat it. It seems like a brand for middle class people trying very hard to show symbols of urban affluence.

But maybe, Cadbury's wants to target that market.

And yes, even though Ilove chocolates, they are no substitute for our Indian desi sweets. Love gulba jamuns, moong ki dal ka halwa, sondesh, gajaks, besan ke laddu, moong ke laddu etc

[Jamwal]

To understand Consumer Behaviour there could have been no better example. If we analyse Post from Ek kanya we seem to realize that existing customer of Brand(Ek Kanya) tends to dislike the brand as soon as Brand tries to cater to a market segment different than one it earlier catered. Reasons may be different in different cases:
Cheaper version of Mercedes would make Mercedes being disliked by the existing Customers who took it as Prestige and elite Class.
but Conversly if a Brand like Nano is liked and bought by Filmstars it will push sales in a positive way, even middle class people hesitant over a desicion of buying a Nano will buy the Car.

If we analyse the TVC's made by Cadbury over the years we will realize Cadbury believes in catering to all ages and all classes and that is positive growth. Cadbury if wants to increase its market share has to Reach rural, all income segments and all age groups.

What to do about existing Customers? let us take Ek Kanya as an example who dislike them catering to different segment.
For this, Usually Brands come out with Variants and Varieties. A chocolate that is costly and with more ingredients will cater to earlier market of elite. Reason why Basic Cadbury chocolate is Shown in TVC(Jeans)

[Hasmukh]

I dont agree with Jamwal on teh celebrity endorsement issue. Good advertising cant sell a bad or mediocre product.

Ranbeer Kapoor (or whoever he is who comes from the Kapoor clan) endorsed the Nissan Micra. It still doesn't sell. Nobody endorsed the Swift, but it sells like crazy.


Sachin Tendulkar endorsed the Fiat and there was even a model with his signature. It still struggles to sell.

[Hasmukh]

if, these brands, instead of overpaying the celebs, had invested the money in dealer development, more service centres and better PR, they would had fared better. Learn from Maruti.

[Jamwal]

but Conversly if a Brand like Nano is liked and bought by Filmstars it will push sales in a positive way, even middle class people hesitant over a desicion of buying a Nano will buy the Car.

I am really sorry that my sense of language and way to express my thoughts made u feel in above lines that I meant filmstars as endorsers. I just mentioned them as normal customers of vehicle called Nano . They may use car as they would like to promote in society use of short Car that causes less Parking hindrances moreover less traffic jams.
But, why would they do so?
One thing is if they really develop that sense of understanding , which seems very unlikely.

So, i introduce two marketing concepts for u
PR- public relations that is paid form of Marketing
Publicity- unpaid form.

Both of these if used by marketing Teams in such scenarious can help gain popularity.

[Shahrukh Khan]

people are selfish. a car is a necessity first.

At first, someone who wants to buy a car will look for the cheapest car. That person will buy the nano. Once the person is moneyed and has a more evolved sense of understanding, he/she may buy a ,more expensive small car like the Mini Cooper, Smart Car etc, which are also status symbols.

The Nano will always be sold for price and NOT status or environment. For that matter, the communication of Nano should be towards :

1) Price (NOT as a cheapest car, but an affordable option)
2) Safety
3) Driving economics
4) Good looks (which it doesnt have)


Celebrity cant push a bad product. Nano will have to address concerns of safety. Also, the 'cheapest' car tag doesnt help. They have to be very clear to build SOME social acceptance, while maintaining the price factor.

[encyclomedia]

I tend to agree with Shah Rukh Khan.

Jamwal, you seem to be a marketing specialist? Planner?

[Jamwal]

Hmm.. seems my all consumer behaviour concepts are going for a toss but I understand that is bound to happen as we never realize things until they practically happen, Neither I am some cassandra that all my prophesies will turn into reality, I am just discussing normal behavior.
We started with Cadbury's and landed on Nano nice, very nice. Let us keep this post to discuss Cadbury's TVC
Will talk about Nano in another one. Hey encyclomedia and hasmukh what do you think about this TVC of Cadbury.
Enyclo I am no Marketing Spcialist but yes studying consumer Behaviour or as american's write ( behavior)

*There is a very nice car called Tata Pixel soon to be launched do check for it.*

[Hasmukh]

from what I know:

Advertising is supposed to

1) create a brand image (which must of course be aspirational)
2) bring brand top of mind
3) create a feeling of 'peer-ness' (this brand is cool and I want to join its peer group)

(roughly stated)

Going by these, I am not sure if this ad by Cadburys would have done well for the millions of girls who love chocolates, as it may make them feel they are 'aunties'.

Perhaps this TVC should have been made under a diferent brand name targeting only this segment.

[Jamwal]

Yes Hasmukh to me too TVC does not look that convincing and even if a convincing one it caters to a target segment that is very less.
Then what is Cadbury trying?
Probably they made this TVC thinking about little things that people enjoy and that there are moments that may be very ordinary but yet are celebrate-able...

Yet I would like to know had any of you seen this TVC on your TV sets and if Yes , Do you remember the channel and TV serial or the slot(timings) when you saw it.

[Saumya]

I cant answer for Hasmukh but I can for myself.

I think sometimes ideas like these come from the agency, of course fueled by the client's brief about trying something 'slice of life' or picking simple moments to celebrate. And Cadbury's has been trying hard to become synonymous with 'meetha' like Coke tried with 'thanda'.

But in doing so, they might have tread too much into a certain socio-economic class, far too much than they would have wanted to. And perhaps thats the reason they didnt continue running this ad for long, since I dont seem to remember watching it on TV.

[basant kumar]

I would think Cadburys is for Auntijees.