January 28, 2012

Cadbury Dairy Milk creative from India

I just spent an amazing week in Mumbai, India, attending a global chocolate & biscuit meeting. Amazing on so many levels. Starting off with trade visits in the streets of Mumbai was incredible.
It's remarkable how much inventory shop owners get into these very small shops. Low out-of-pocket SKU's, value propositions, enhanced shelf impression and displays exploring every possible inch of the store was pretty much consistent. We then had the opportunity of spending a few hours speaking to local teens and listening to the way they consider, shop, interact with our categories and brands. These were Indian teens but much of their aspirations and comments on their day-to-day lives reminded me of teens in Colombia or Mexico.

We'll, if you're in the chocolate business and in India, you know just how iconic the Cadbury Dairy Milk brand is here. So, we spent time listening to the local team talk about the brand's success over the years. Much of that success linked to fantastic creative from Ogilvy always using deep insights and a pulse on local culture. Watching the advertising reel with spots from the past decade was incredible. I personally enjoyed the current Shubh Aarambh campaign. The insight is that there's a saying in India that when someone is off to something important, they should eat something sweet.

Simple storytelling, suberb acting, product central to the story. Great creative spans boundaries...

1 comment:

shi zhan said...
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