It is very difficult to imagine a campaign for Dairy Milk without Big B. Amitabh Bachchan had become the face of this brand and was instrumental in making the brand a darling of youngsters as well as not-so-young ones. Cadbury's was one of the brand that used the persona of Big B to the maximum
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.For the past few months, the brand has been trying to break free from the dependence on this powerful celebrity. The brand earlier came out with the "Kenya " campaign without Big B 's presence.
Now Dairy Milk is running another campaign without Big B. The campaign known as the Pay Day campaign is something that we never expect out of this brand
Watch the TVC here : Dairy Milk Payday
The ad is a retro taking us back to the 60's era.The new ad takes the theme of enjoying Dairy Milk on the Pay Day ( When you get the salary). The company has given an interesting story about the idea and its execution. ( Read it Here).
Frankly speaking, i really liked the ad because it is very different and clutter breaking. I think rather than strategy, Dairy Milk wanted to break the clutter and reinforce the brand. And it has done it in style.
Marketing a brand like Dairy Milk is not an easy proposition. The brand have huge brand equity and its campaigns has to live upto the expectations of the consumer. Advertisements for iconic brands like Dairy Milk serve a long term objective of retaining the share of mind rather than immediate sales. The brand needs to remain fresh and relevant and its huge popularity should not become a liability that constraints the creativity. So the agency need to experiment with the campaigns while retaining the classic touch of Dairy Milk. It is no easy task.
Even with Amitabh Bachchan, the brand had to make sure that the personality of Big B should not shadow the brand. The brand was successful in effectively using Big B without drowning the brand.
The latest campaign is a welcome deviation from the brand's journey. The ad may not appeal to the younger ones but will catch the eye of those in their mid thirties and forties.
Kudos for the team
Related brand
Cadbury Dairy Milk
I agree that the 'strategy' behind this campaign is maintaining prescence in consumer mindspace and not any departures whatsoever. One must also commend the Sales team of Cadbury for ensuring that the violet pack stares at you at every possible shop, never letting it go out of your mind in the practical sense.
ReplyDeleteCadbury had brilliantly done damage control, with AB as the fire-fighter, when the contamination case was at its peak. I just wonder, what will Cadbury do if there's to be an emergency again...
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ReplyDeleteLooks more Gay day than Pay day for me
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i like the ad too. moreover, it is nicely done in regional languages as well. and with the positioning of the brand as a trend coming down from the 60s-70s, it is also adding to the history of the brand-like a ritual, something which is part of tradition. So its got the new look, plus the history neatly placed behind it. Cool execution
ReplyDeletehi sir..
ReplyDeleteIn article it is mentioned that Big B is the face of the brand and it is very well emotionally attached with dairy milk. But by not using Big B in the commercials they are reducing the scope of the brand. Earlier dairy milk is positioned on the theme of celebrating happiness but the jingle"aaj pehli tarikh hai" is also limiting the reasons of happiness and reducing the scope of the brand.