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Special Columns
Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Chief Consulting Editor's Desk
Rajita Chaudhuri
K.K.Srivastava Guest Column
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They came, we saw and everybody reviewed!

Advertiser: Cadbury
Baseline: Have you felt Silk lately?
Agency: Ogilvy & Mather

4Ps B&M Take: Is it a crime to expect more from people who gave us ‘Kuch Meetha Ho Jaye’? We didn’t think so either, which is why the latest TVC for Cadbury Silk disappoints. Compared to some of the previous creatives from Cadbury and Co., this one almost borders on the mundane. There’s no big idea, no creative juices flowing, just a newly-wed wife who prefers to lick the chocolate off her fingers rather than go for a boat ride with her new hubby. Although we love the background score - ‘Kiss me, close your eyes’ - that accompanies the messy licking and picking of gooey brown melted chocolate on-screen, the fact is that the concept is done to death... that the spouse prefers to do something with the brand in question instead of spending time with his/ her partner. The key idea here is to depict that once you have a bar of Cadbury Silk in your hands, you are bound to forget everything else taking place around you. All you care about is the taste of that chocolate as it melts inside and around your mouth. Great, but we rather preferred the other ads in the Silk campaign. Some of them catch your attention with their well-thought, unique storyboards. Remember the one where two dancers were enjoying their bar of Cadbury Silk in the wings of the stage? That ad had the third girl – who was already on stage – watching them greedily through the corner of her eyes. Priceless expression. Comparatively, this one’s weak.


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