Cadbury Dairy Milk:Pay day celebration

Cadbury India has unveiled a new campaign that continues with the brand's 'Kucch Meetha Ho Jaye' positioning. Created by Ogilvy & Mather, the campaign rides on the theme of 'Pay Day', which is associated with happiness by most people.

Cadbury has allways been associated with ads that revolved around some kind of celebration and continuing the same bottom line strategy the "Pay Day" ad came to light which is obviously a big day of happiness of millions of people and as most people indulge themself during these initial days of month it surley can pull people buy cadbury .Good way to cash in for more sales ..

This is the storyline of the ad...

The storyline unfolds in a really old office where clerks are busy typing and the main protagonist is one of them. A cashier approaches the main protagonist to give him his salary. As he is collecting his salary he start’s singing. All the typists start dancing and singing as well. The main guy distributes money to a milkman who appears.
Similarly the newspaper boy and doctor appear as well. And then a kid appears to whom he hands over a Cadbury Dairy Milk bar. His wife is all ready to go out for the evening. He starts singing. As he is singing we see them walking out.
Then they sit in a taxi to go to a theatre. The wings and the hood of the taxi open and the car begins to fly. In the theatre as the main protagonist puts his hand around his wife’s shoulder, she sees he is holding a Cadbury chocolate bar in his hand. Everybody joins in the celebration. We start pulling out revealing all our sets and then cut to the pack shot.
The creative approach has the taken the strategy forward beautifully. Coincidentally, we stumbled upon a 50s Kishore Kumar song that celebrated paydays, which packs in the emotions that such days bring to life, in such joyous fervor that the creative team led by Abhijit Avasthi chose to base the campaign around the song itself. The commercial, depicts the many things that typically happen on payday, but more than that, it captures the infectious happy mood of the man and his family, and in that context, pitches the brand in a compelling manner.