Posted on : 2024-01-28 20:35:12
Article : Good Morning Monday Management Solution for TASK 278 – Cadbury’s early 90’s ad made the adults to enjoy a happiness of life by bringing out the child hidden in the adult.
As far as adults went, chocolate had a slight romantic connotation at best, but it was not seen as something that could be enjoyed by anyone at any time and definitely not adults. The Cadbury’s “Alsi swaad jindagi ka” campaign had so many ads to its credit but the one that caught up with adults to look at chocolates to enjoy a happy life.
Story line goes this way “The ad showed an elderly man blowing bubbles for a baby, another one playing with his dog, an executive type dropping a piece of chocolate but still picking it up and eating it after blowing away the dust from it (and checking if anyone noticed), a young father handling his baby who seems to have soiled its diaper, a woman in a saree playing hopscotch with a little girl, a pregnant lady asking her husband to buy her a chocolate in the market because she needs it for the baby in her belly, two girls suddenly breaking into an impulsive fun run after nibbling some chocolate, a middle aged man juggling with a football while his wife watches in surprise, and ended with a boy throwing a chocolate to a girl who is going away in a bus.”
Candy and sweets were supposed to be a source of joy only for children. Through Asli swaad zindagi ka, Cadbury changed that perception. The ad did not highlight or make the product the hero, it barely had a few glimpses of the chocolate itself. What it however focused was on humans and how they were feeling, right through the ad. While the ad did not directly connect chocolate with happiness, the appearance of Cadbury’s Dairy Milk Chocolate every now and then, very subtly connected the two together. The people featured in the ad came from different backgrounds, were of different ages, and different genders, but what they all shared was a simple sense of joy.
It did not show any children eating chocolate but instead brought out the inner child that lies hidden in most of us. Not only did the ad use adults for a product that was perceived as being for children. More than 30 years after it was first screened, the ad still has a very good feel to it.
That is because it highlighted simple joys that are constant throughout one’s life, the joy of playing with one’s dog, playing on the road, juggling a football, and of course, having chocolate. Like the very best ads, “Asli Swaad Zindagi Ka” has a timeless element to it and the extent to which it succeeded can be gauged from the fact that Cadbury is still playing the happiness equals chocolate card. Over the years, the brand has made chocolate an essential part of happiness and celebration.
End point- When the product sales are near saturation or becoming stagnant, marketing department should first identify and discuss with their media agencies for needed avenues. Along with, marketing staff should also watch the market competition for self correction and or path change.
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