From Kuch Meetha Hojaye to Raho Umarless…..

Cadbury gems is out to woo a new set of target audience through its new ad campaign which focuses on the adult group [uncles & aunties to be specific 🙂 ].  The move can be viewed as a way to increase the consumption base for Cadbury’s gems product line. Gems as we all know was targeted towards the kids. The repositioning effort by Cadbury aims to create a new interest amongst the adult population which urges them to bring the kid out of them. The new tagline, Raho umarless (translates to be young) is focused towards getting the new Target group (TG) to forego their inhibitions and be selfish when it comes to having the chocolate.

 Cadbury is not doing this for the first time. It’s earlier attempt with Dairy Milk can be considered to be very successful in changing the habits. The series of ad campaigns which portrayed various occasions where dairy milk was the alternative to traditional sweets. This attempt was also backed by the crucial P of marketing the Packaging. The success of those ad campaigns can be attributed to the strong emotional connect that the ad campaign was able to create among the target audience.

The ad has been conceptualized by Ogilvy India, and the two ads portray the child-like sides of adults. While the first ad ends with the message, ‘No umar for lalach’ the second one ends with ‘No umar for favorite color’. Both the ads have a tinge of humor attached to it although the humor seems to be making the kids excited more than the intended TG. To view the video click here Commercial 1, Commercial 2

However, the new messaging attempt doesn’t seem to have come out well. The first ad doesn’t seem to strike a chord in any way. One of the reason which I feel is the lack of the Indian context. The ad seems to be an adaptation and this is where I feel it has not struck the chord with the TG when you compare the earlier ad for Kuch Meetha Hojaye..which has that Indian touch of celebration & moments which are very much local. This is what makes an interesting observation.

The ads seem to be crafted in a manner to accommodate both the TGs (adult as well as the kid) Although there are no kids featuring in the ad, the visuals used in the ad are meant to excite the kids nevertheless. Even though Cadbury seems to be repositioning itself to cater the adult group, they (I suppose) didn’t want to alienate its existing TG (the kids). Striking two birds with one bullet could have been the objective. However the bullet doesn’t seem to have killed the adult group through its messaging..the bullet just seems to have feathered the adult group.

The approach adopted by Cadbury seems to be a very cautious one where on one hand sales pressure (do not have numbers to support this at present) forced the confectionary giant to reposition itself but at the same time it did not want to lose its original target base the kids. The ad metrics and sales post the commercial will be a eagerly awaited by Cadbury to judge the effectiveness of the repositioning exercise.


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