Cadbury India launched a premium chocolate - Cadbury Dairy Milk Silk recently - its got 2 advertisements on air right now aside from some below the line stuff. Cadbury believes that the Indian consumer likes the international Silk chocolate style - hence. Their stated objective being to highlight the whole experience of eating chocolate with childlike innocence and unabashed joy - its does a pretty good job.
But just as an ad film, i really loved it, especially the one where the chocolate wins over the wife. Charming is the one word that came to my mind instantly - the message is so evident while not being over the top, as its is so easy for most impulse brands.In many ways the advertisement is very much Vinil Matthew's style (Foot Candles Production - others being multiple Airtel films, Bank of India) -the warm, empathetic treatment which captures soft emotions in a very powerful yet characteristically understated way. The film has everything coming together - the mood, the music, the expressions.
The only question i do have on the campaign is - the whole Idea of "have you felt silk lately?" somehow that takes me in a direction which is slightly typical of the way sinful (as in chocolate sinful) is usually treated.. and somehow it does not capture the charm or the irresistibility which comes through in the film.
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