Ad Review:- Cadbury’s Shubh Aarambh

July 23, 2010 at 12:55 am (Advertisement, Experiences) (, , , , , , , , )

Hi Guys,

Almost after a year, coming back to reviewing ads, I am sure many would have forgotten the criteria of analysis. For them Check this link before u go thru the following.

Last time it was for a Soft drink and this time even more sweeter, its Cadburys Dairy Milk’s New Ad, “SHUBH AARAMBH”.

dairymilk shubharambj

Cadbury’s has always been a very strong brand in the chocolate segment, with their innovative and creative ad campaign’s they strengthen their base every time, this time they have come out with Shubh Aarambh, lets c how this milks out for Dairy Milk.

Lets Get into Analysis:

Cadburys New Dairy Milk Ad

Brand: Cadburys Dairy Milk.

Agency: Ogilvy India.

1. Relevance: (***1/2)

Coming to the basic ideology and brand positioning tactics of Cadbury’s, just to say Sweetness = Celebration = Happy = Enjoyment. Ad seems to be almost relevant to the product it want to associate with.

2. Acceptance: (****1/2)

Looking at the acceptance level, Its almost perfect…. We Shouldn’t have any doubt in it, As being in the nation, where ppl share happiness with sweets, sweet has been a symbol of joy.  So its obvious starting any new thing, say venture r what, ppl tend to share sweets. Here its depicted well, so its scores max in acceptance level.

3. Creativeness: (**1/2)

While looking at the creativeness, Nothing much to portray in the creative aspects, even to say, the concept of trying to impress a girl was used for a decade time now. Its scores low in this aspect.

4. Nonsense: (****)

Without any doubt Ad has enuf Nonsense in it, Which surely get the WOM running, First u dont get to see such a beautiful bus stop in and arud seashore, then a girl eating Dairy Milk over there, finally a boy whom she has nvr seen approaches and asks for a bite, i really surprised some1 wud give a share, even after the reason. (Hope i cud find sum1… 🙂 )  But to add up, all these Nonsense looks cool and cute, which really makes u ignore the fact.

5. Remembrance: (***)

Remembrance is the fact still i am not convinced, we have seen hell lot of cute ads but how much it affect us in the buying behaviour, Seriously for this ad, it just helps u in making its brand name strong, rather not influencing the direct buying. And i would guess that’s what Cadburys would also be wanting.

Overall Rating: (****)

Without Doubt Cadburys has struck the chords right again in right festive season time, Now its all about how well they construct it and go for the Kill.

Find the review interesting….? Whatever it may be, Let me know it… Put in ur valuable words.




  1. Sundarrajan said,

    Hi Ram,
    At the outskirt i thank you for bringing a platform to debate on an advertisement that makes sense to me!(oops am probably contradicting with your idea) Yes, cos i dont say advertisements should necessarily give a meaning(or a complete,with no nonsense). For me advertisement is more than what we see,we feel,or ‘we want to be’. It is not exactly equal to fantasy,but can be placed sometimes near to that.(do u really believe after a single wash “RIN” will give whiteness to the cloths) this is similar to tat.

    O&M are marketing to the situation rather than to people. Whether you are rich are poor, when u are happy you wanna share a “Sweet” and cadbury is doing tat (O&M gives a picture to that). And esp in this ad, the positioning is clear. As indians we believe in a saying, All is well, that ends well….and to start someting well,we need to be absolutely confident, clear, and happy. Here they jus gave a synonym for “happy” that is cadbury..(leave rest!!!)…so am sure u can increase ur rating in creativity and reduce it in nonsense factor…and finally u ll enjoy the whole!!!


  2. Rams said,

    Hi Sundar, and thanks for ur comments first, coming to reply,

    Nonsense factor needn’t be the specific one as i mentioned in the criteria post, eventhough the concept is rubbish it may fetch u the audience (Axe effect ads). Just as in this ad, u don’t see the scenario happening in and arud at any time, still u enjoy, tats the reason i have rated nonsense factor high, and rather low on creative.

  3. Aakash Singh said,

    Hey d add is fantastic nd d theme is also superb well i m not much interested in d add all i wana noe is d name of d female model in d add so kindly sm1 plzz help me out finding her name plzzz……….expecting a reply on my mail address………

  4. Dharshana said,

    Hi sir,

    Nice analysis of the ad..Eventhough a li’ll nonsense factor is there, the ad is very sweet and cute 🙂 But i think the ad has helped Cadbury to reposition themselves as a sweet/savoury that we consume before any good act rather than serving the sole purpose of a chocolate..expectin ur views on this..

  5. Rams said,

    Hi Dharsana,

    If u see the evolution of Cadbury’s they want themselves to be more than just chocolates, If u could recall, they have associated with Happiness, rather than just being a chocolate.

    U could look over the following links, which will give u more authentication on this regard.

    So, to say on Repositioning factor, i wouldn’t go as a whole, bcos they have already done the base work in the previous years, Now, its just a phase of strengthening is going on… As far as me concern, They are doing it in style…

    Hope u got what u looked for… !!!

  6. Dharshana said,

    Hello sir,

    Nice to see your reply..The youtube videos are too gud..I completely agree dat cadbury’s co-branded themselves with happiness..From ‘pappu paas ho gaya ‘ to ‘shubharambh’, all their ads never lack the aforesaid stylish factor..

    Keep up the gud work..Lookin forward for more exciting articles from you 😉


  7. Bhawna mohan said,

    Ram what internal influence is used by Cadbury to target the Indian consumers?

  8. Rams said,

    To have a say on Internal influence, Chocolate being a much preferred sweet than the traditional ones in India, Have always been in the minds of the people. So Cadburys doesn’t have a problem in inducing the people to try their products.

    So they started associating the products with occasions or to say celebrations and even they segmented the variants (EX: Five star – Friends, Dairy Milk – for the loved ones). This is the brilliant part executed by Cadburys to change the mind set.

    If u ask me, Internal Influence is quite less and External influence has made Cadbury a bigger success as it is and will be…

    Hope i tried to answer your query… 🙂

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