Alright, the new Cadburys Shubh Aarambh commercials are getting talked about. As a concept, I liked it better than ‘pehli tareekh‘, the previous one. While there is an air of positivity around payday and the concept allows for huge visibility every month, it could lead to fatigue – how often can you hear about payday & CDM?
Like everyone else, I quite liked the bus stop ad – it’s sweet, watchable and all that. The second one (‘Jeans‘) seems to have had mixed reviews. What seems to have worked in both the ads is the context – everyday, regular situations instead of ‘life changing’, serious situations like interview etc. The light heartedness and endearing nature of the situations contribute to the repeat value. And a nice extension of ‘Kuch meetha ho jaaye’ space.
Yet, I have a niggling doubt. Do we really share sweets before starting off on something good? I thought sweets were consumed after the culmination of something positive, to celebrate something good that has happened. Unless I am completely out of touch with reality. Or maybe it’s a North Indian thingy. What say?