Passing the Class 12 exams after multiple tries calls for a great & sweet celebration..with Cadbury\u2019s Dairy Milk.<\/p>\n\n\n\n
This advertising broadens the essence of happiness to a moment of joy with the line ‘Kuch Meetha Ho Jaye’. The essence had not changed, but communication changed to appeal to different audiences\/occasions.<\/p>\n\n\n\n
The task was to talk to the lower SECs in small towns and push the desired consumer behaviour. The youngsters there were infrequent consumers of chocolate. So Cadburys needed them to celebrate with Cadburys’ Dairy Milk.<\/p>\n\n\n\n
The \u2018Khush Hoon Khaamakhaa\u2019 commercial, in 2003, wanted to \u201ccasualize consumption\u201d, but the \u2018worms\u2019 problem took the centre stage soon after.<\/p>\n\n\n\n
Pappu was a huge change from the earlier sophisticated Cadbury\u2019s Dairy Milk commercials in many ways. Amitabh Bachchan did not play himself. However, Amitabh adds his values as an actor, his personality, appeal, magnetism & charisma. He, perhaps ups the ante for the brand.<\/p>\n\n\n\n
There were a few firsts with this commercial: Disruptive humour (not slapstick but slightly refined), no warm music and visuals associated with Cadbury’s Dairy Milk.<\/p>\n\n\n\n
The important task was to work on an engaging and easily identifiable story. The phrase, \u2018Pappu Pass Ho Gaya, is similar to saying \u2018Lottery Lag Gayi\u2019, like winning a jackpot and hence tons of happiness.<\/p>\n\n\n\n
The creative team included Shekhar Jha, Suresh Babu, Arshad Sardar and Abhijit Awasthi. The film was directed by Pradeep Sarkar.<\/p>\n\n\n\n