Chocolates, for the experience they deliver, practically sell themselves. But the challenge for an advertiser, who is out there to strengthen the market leader’s position, is to conquer new horizons — in this case, increase the occasions of consumption. In its new campaign “Kuchh accha ho jaaye
tries to build on its iconic slogan, “Kuchh meetha ho jaaye
” to do just that: Give one more reason to consume a product that is not necessarily considered healthy.
The leading brand of chocolates manufactured by Mondelez
India has embedded Kuchh accha ho jaaye
(let’s do something good) in its successful slogan since the mid-2000s, Kuchh meetha ho jaaye
(let’s have something sweet). The twist is in line with Mondelez’s current global campaign built around the spirit of generosity.
So far, two advertisements have been released in the series and both revolve around the central theme of generosity and features siblings. In one, a child, having finished his chocolate packet, keeps praying to god for a new one. When he opens his eyes, he sees a new packet of Cadbury
Dairy Milk lying on the table, unaware that it is his elder brother who has kept it there, but happy that god has finally answered his prayers.
In the second advertisement, launched just days before rakshabandhan, a young boy spends his savings meant for a cricket bat to buy a box of chocolates for his elder sister. Both the advertisements end on a happy note, underscoring the spirit of sharing. Anil Viswanathan, director, marketing (chocolates), Mondelez
India, says the company plans to launch more advertisements based on the same theme. “The campaign will be amplified through digital and social outreach, PR and outdoor activation. We will also sustain the communication over festivals such as Diwali,” he says.
Over the years, Cadbury
has unveiled a range of slogans that have celebrated Indian festivals and occasions of togetherness — be it Badhti dosti ke naam, Pappu pass ho gaya and Shubh aarambh
. Viswanathan says that each of them served a certain purpose and were successful in their own right. That said, “..Meetha..” evokes strong nostalgic value, connects with the audience and ties-in with the brand’s global positioning.
The brief to the agency this time was to bring out moments of human connection and celebrate people’s generosity, says Sukesh Nayak, CCO, Ogilvy
With the chocolate market pegged at $1,500 million and growing at double digits (industry sources quoting Nielsen) in India, Mondelez
is keen on not just consolidating its 66.3 per cent share (value) but also propel its 14 per cent annual growth rate in the category to 17/18 per cent. For that, however, the company will have to drive the per capita consumption of chocolate in the country, which by its own admission, is low. The figure is estimated to be around 100 gm in India, compared to 10. 1 kg in UK, a key market for Mondelez.
That is quite a challenge given that many of its potential consumers would want to cut down on consumption of sugar-laden products. “Chocolates are not all about sugar — it is as much about cocoa and milk. We want to drive balanced indulgence and responsible consumption. We’re also careful about our front-of-pack labelling that delivers meaningful information at a glance,” Viswanathan concludes.