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.
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
Cadbury Dairy Milk