...aaj pehli taarikh hai:)


This is the second half of the newly launched advertisement of Dairy Milk chocolate, which says as " Din hai suhana aaj pehli taarikh hai; meetha hai khana aaj pehli taarikh hai". The concept matches with the age old tradition of getting the salary at your desk by the babu of your Company or receiving pocket money from father or taking your wife out for a movie and the common link between all these incidents is the "pehli taarikh" and a chocolate bar of Dairy Milk.

Recently I read somewhere that the concept of giving a chocolate bar with paycheck is given to the employees on the first day of month at their desks; which helps in spreading smiles on their faces.

This is a very nice concept; which is attached with the emotional value of distributing chocolates within the Company and the value of the pay check received every month. Nowadays with materialistic and fast life the salary is directly deposited in the bank and immediately you have a big list of paying off checks. All these things doesn't even allow you to enjoy with the fact that you have received your salary after a month and that too after listening to your boss's strong words and going extra miles for the Company, along with some good and bad times with colleagues and above all not spending quality time with your family and friends. All this in lieu of a hefty amount in the bank every month; which is always less for you.

The life has become such that without money you cannot even survive in this world. Each and everyone has their own priorities in life; but a little enjoyment should be there; else, life becomes black as a pitch dark room with not a single ray of hope.

Think over it and enjoy every single moment with family and friends and spread smile everywhere. Try and make your din suhana with a smile on your face.

Comments

  1. VidhyadharJuly 29, 2009 at 12:02 PM

    A newly launched advertisement of Dairy Milk chocolate, which says
    "Din hai suhana aaj pehli taarikh hai; meetha hai khana aaj pehli taarikh hai".

    The question that comes in is how salary and Cadbury is related and how Cadbury and celebration are related. Well that;s what they are trying to relate; trying to position there brand and promote it as a sweet.

    You might have came across many incidents where parents and shouting at their kids “don’t eat chocolate,” or you might have been asked to not to give chocolates to the kids.

    Now if kids stop eating chocolate that is going to consume them; Cadbury might have sensed it and to increase the penetration of their product they touched upon the sentiments and they positioned chocolates in a way that everyone can consume it and it’s no more a product that is to be consumed only by kids.

    There use to be days when there use to be no salary account and the salary was distributing by the accounts department of the firm after signing some documents. People use to get there salary in cash and they use to carry sweets and gifts for there family member on the salary day.

    With the advancement of technology; banking sector and penetration of so called corporate culture salary account came as a concept.

    There advertisement indirectly gives you a message that “Buy Cadbury chocolates for your loved one if you have got your salary”

    The previous advertisement use to say “kuch metha ho gaye.”
    Here the company might have planned to promote; replace sweets with a substitute (chocolate). We Indians have been exchanging, distributing sweets since centuries on good occasions, news etc and in case on unavailability of sweet at that point of time we never hesitate to use sugar as a substitute.


    It’s all about how you position your product and how you market the product.

    ReplyDelete
  2. Manmeet DawarJuly 29, 2009 at 11:34 PM

    @vidhyadhar...

    well said...u hav explained the concept in a better manner...thanx:) and i also liked ur phrase of "corporate culture salary account"

    ReplyDelete

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