This August 15th, called for double celebrations. First, it was the 73rd Independence Day and secondly, the country celebrated the festival of Raksha Bandhan. Brands too showcased their creative prowess. The one brand which stood out was Mondelēz India owned chocolate brand Cadbury’s ad for the ‘Unity bar’.
The company celebrated the spirit of Independence and unity by releasing a front-page ad in Delhi, Mumbai and Bengaluru edition of The Economic Times. Conceptualised by Ogilvy, the uniqueness of the ad was that it used Kannada headline in the Mumbai edition, Telugu headline in the Delhi edition and Marathi headline in the Delhi edition.
In each language, the brand message was the same with Cadbury stating, ‘Sweet things happen when we unite’. For industry observers with Hindi being the most common language used by brands, the move by Ogilvy and Cadbury was a refreshing one.
“While it is common for South Indians to read ads in Hindi, people living in Delhi and Mumbai are accustomed to Hindi and Marathi. The move by Cadbury not helps to break the clutter, it also ups the emotional quotient. Further, considering that it is a limited-editions product which sold only via Flipkart, the intent, I assume is not sales, but PR and buzz,” Karthik Srinivasan, independent creative consultant said.
Cadbury Unity Bar is priced at Rs 73 for 130 gm.
According to Srinivasan, this further explains why the brand chose ET over The Times of India. “The ad has been published only in the Mumbai, Delhi and Bengaluru editions, and not in Kolkata edition, he added.
The ad managed to create a lot of chatter on social media platforms including Twitter.
Divyapratap Mehta, chief twiner of Intertwined, calls it a good idea as here product idea is integrated with advertising.
Chocolate falls under impulse category where consumers buy based on urge to eat. With the bar of chocolate being sold only on Flipkart, it is remains to be seen, how many gets sold.