BY ALI NAQVI –
Innocence is a virtue the world will always be in need of to maintain balance. Without innocence and goodness, the equilibrium of society could be tipped over with a gentle push of madness. The new TVC of Cadbury Dairy Milk Chocolate Kuch Acha Hojaye coincides with the release of the movie Joker around the world.
The ad came out on YouTube, Facebook, and other social and mainstream platforms on the 4th of October, the date the most anticipated movie of the year, Joker, was released. The interesting thing is that the concept, Kuch Meetha Ho Jaye is a stark contrast to what we see in the film. Arthur Fleck’s descent to madness is justified in the backdrop of rotting social, political, and moral values, while the idea of Cadbury Dairy Milk ‘Kuch Acha Hojaye’ is to encourage and appreciate what is good in life.
One is a journey of hatred leading to ultimate crime and violence, the other is the pinnacle of goodness culminating in sacrifice and love. Ideas, no matter how feeble or frail do have the potency to make big changes. Human history is also shaped by ideas. Kuch Acha Hojaye is the idea we need to make our society better and unlike the one that exists in the highly symbolic city of Gotham.
In the past few years the brand idea Kuch Meetha Ho Jaye has given us some amazing adverts from within and across the border. The idea is very interesting and campaignable which connects the brand really well with every happy emotion.
The beauty of mother daughter relationship could not have been explored more acutely and cutely than this. But apart from the message of love and sacrifice amplified by the innocent little girl there is also another subtle idea of equal importance and value; goodness can be contagious. The act of love and kindness moves the shopkeeper into doing the same. He not only values the adorable act of goodness but also contributes to it.
Kuch Acha Ho Jaye might serve as an inspiration for brands who are going through a creative crisis. Brands as big as Coke should take a leaf out of Cadbury’s book to restructure their creative strategy. We live in a world that is increasingly getting dominated by social media. It’s a world that gives you measurable results and accurate feedback in real-time. In such a scenario a good campaign like Kuch Acha Hojaye can certainly mean a lot to the brand image.