Cadbury's Dairy Milk : Behan hoti to aisa na karti!!!

Yesterday i just heard a couple of new radio spots by Cadbury's and couldnt stop writing. All of us are already aware of the strategy to link chocolates to celebration and festivities. How cadbury's is trying to replace sweets with chocolates and according to me, it was a super strategy. 'Kuch Meetha ho jaye' was amongst some of the most memorable campaigns in the past 5 years and then came 'pappu'. Amazing idea. Brilliant Execution.

And then came the 'Pehli tareekh' series, which according to me was Pathetic in terms of ideation. But yes, if you go deeper you might find that may be the brief is more to do with 'clutter breaking' execution rather than ideation. So that 'brand talk' begins and thats why the picturization also has been kept a bit tacky.

Well. The post is not about the 'pay day' campaign. Its about the jingle related to the 'raksha bandhan' campaign. There are two spots which i faintly remember. The idea is very simple Sisters love brothers more than brothers love each other!!! So, This Raksha Bandhan gift something special to your sister, and that something special would obviously be the Cadbury's Dairy Milk Rakshabandhan pack. Simple but damn effective.

First one talks about the younger brother telling his elder brother's girlfriend that all the past 7 girlfriends liked the same thing in his brother. and the jingle something like "Raghu kul reet sada chali aayi.. Bade bhai ki girlfriend patayi" And then the voiceover: "Tch Tch.. Behan hoti to aisa nahi karti" Stressing on the point that sisters love brothers more and brothers are chaalu and sisters are sweet!!! As i said.. Simple Idea, but delivers so damn well..

The second one is on the same lines. This time the elder one says something mean to his already crying younger brother like "Tu to mandir ki seedhiyon par Polythene mein mila tha..." The younger one cries even louder. Similar Jingle. And the same voiceover.

I wish i could put in the Spots here but couldnt find the jingles anywhere. So to get the 'feel' of the spot, you need to tune into your radio and wish that it comes on air!!!

I think they are following a very careful and thought of 'two pronged' strategy. On one hand they are trying to break the clutter and be in the eye of the consumer through 'pehli tareekh' and still not losing out on the main idea of replacement of sweets with chocolates like these two jingles. For me although the pehli tareekh ones dont go down too well neither in the concept nor in the execution, but i guess the idea is to be tacky and just get noticed. But the jingles strike a very emotional chord with me, there is a sweet smile as soon as the jingle finishes and you suddenly think about your sister and the sweet things she did or does for you. I am definitely gonna buy her a box this raksha bandhan. Nice.. Very Nice..