Shubh Arambh


Imagine you are about to start a new business or sign a deal or there is any auspicious moment you always share sweets before you start the work. Same is shown in the new ad from Dairy Milk with a new tagline “Shubh Arambh”; means “A good Start”.

Cadbury always comes with new ad campaigns with the time and situation. The positioning of the chocolates have been substituted with sweets; as earlier for every good reason sweets were distributed; and now for every celebration/ auspicious occasion chocolates are given and even more; for every ‘Shubh Arambh’/ new beginning chocolates are shared.

The company is playing with the emotional quotient of the viewers where it is clearly shown the transition of the acceptability of chocolates which over-shadowed the concept of sharing sweets.

The ad starts with a sweet teenage girl relishing the chocolate bar and suddenly a college going lad comes to her and asks if she can give him a piece of chocolate; astonishly she asks him do I know you? The lad said No; but my mom says before doing something good you should eat some sweet; within a nano-second she gives him a piece and asks what is the good thing he was to do? And the sweet and innocent answer leaves the girl happy from within and blushing; his answer was: I am thinking to drop you home ;)

The mind of people behind the makers of this ad O&M works on a different level all together where the positioning of the product is done playing with the emotional health of viewers. I like the ad very much; as whenever it comes we cannot stop ourselves praising the makers.

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