Cadbury's Gems has always been a timeless brand with lovers across all age groups. The brand which is almost 53 years old in India has created a unique place for itself. So it makes sense when the brand thought of a theme of being ageless. But alas, the campaigns that the brand had created will destroy the brand's image and likeability. The campaigns with the tagline" Raho Umarless" which mean stay ageless was promoted on the premise of adults displaying their love for the brand in a bizarre manner.
In my opinion, these campaigns are nothing but disgusting. Firstly the brand is a bit confused about the target. Is it adults or kids or all? and what the ad does is that it repels everyone. Especially the way these adults in the ads eat Gems is repulsing. Then comes the worst of the lot- the 2021 ad. The new campaign marks the refreshing of the product with more chocolate. But the same outrageous campaign theme execution continues. I and my mother was watching the ad and at the end of it, both of us were saying - Yuck!
