Chocolate never felt this good before - repositioning a brand with style

Piyush Pandey, the Executive Chairman and National Creative Director of Ogilvy India has redefined Indian advertising in more ways than one. But in the midst of all his achievements, awards and accolades, there is a commercial from the nineties which can make you feel good like nothing can. Well, almost nothing. See it if you don't believe me.



If Hindi as a language is not your strong point, watch this one. Though I guess the original version is always better, which is Hindi in this case.



Pandey repositioned Cadbury chocolates as an impulse buy for adults. Not a mean feat considering the fact that chocolates and children were synonymous in most Indian households back in the nineties. In the early days of globalization, lack of variety and the popularity of Indian sweets relegated chocolates for the kids in the family. The ad shown above, which is my all time favorite and a series of ads based on the same strategy changed the way Indians looked at chocolates. And Cadbury expanded its target profile by leaps and bounds. When it comes to the parent brand, it is not surprising that Cadbury India has stuck with Ogilvy & Mather for ages, despite the prevalent fickleness in most agency-client relationships.

Apart from making you smile, another striking quality of the above ad is the lack of celebrities. Pandey doesn't believe in spending money on celebs as is quite evident from the best of his work. I have worked with clients like Colgate and Cadbury who would have gasped in horror at the mere idea. They had a point. Some of their brands were built with a certain celebrity in mind and the brand personality matched perfectly. They had the currency, the resources and the contacts. Who was I to complain? Though I still think it is unecessary provided you have a great idea.

Well, Piyush Pandey had it. The "great idea". He did magic with a brand and made it acceptable to a larger population. In India, that means a perceptible increase in sales figures. So everybody from the agency, the marketing and sales department and the consumers are happy. How many brands can say that with confidence?

The architecture of advertising

My brother, who is studying architecture once told me that one cannot design a building without knowing its purpose. Similiarly, you can't create an ad without a strategy.

“Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'” - Jef I. Richards (US advertising professor). The marketing team from the client's side and the account management team from the agency's side usually decide on the perfect strategy and consequently, the brand message. Depending on the creative team and the target audience, the same brand message maybe be treated differently. What happens when the creative rendition of the same brand attribute of a similiar service is radically different in two different countries?

Take the example of Hutch and Verizon Wireless. Both are cellular service providers with the same USP - great connectivity. Both are major players in their respective markets, India and US.

What O&M did with Hutch is legendary. The year was 2003. The basic concept was a boy with a dog which followed him everywhere, kind of like Mary's little lamb. This idea was spread across a series of TVC, print and every other media possible. What followed were awards, accolades and a significant increase in the sales of the dog, a solemn looking pug. The tagline was "wherever you go, our network will follow". The dog was a powerful visual aid symbolising the network and eventually became the Hutch mascot. The TVC was devoid of any unecessary conversation, a lilting background score not only made the campaign entertaining, but also pushed up the brand recall.

Did it work? According to Businessworld, "Hutch saw its subscriber base shooting up by over 70 per cent right after the campaign broke."

McCann-Erickson, armed with a simliar brief for Verizon Wireless created a TVC, with parodies of horror movies and ghoulish looking characters trying to scare a person with tales of a Dead Zone, who calmly responds that he or she has Verizon, and then the slogan appears, "Don't be afraid of Dead Zones". The scare lingers and the message is crystal clear. The brand attribute is understood and brand recall is very high.

Did it work? The ad was released in June 2008 and an October 27, 2008 issue of the New York Times says "Verizon Communications' stock price jumped 10.1 percent Monday on news that profit increased 31 percent for the third quarter, buoyed by surprising gains in the number of new wireless customers. Verizon Wireless added 2.1 million customers in the quarter — to total 70.8 million." Please keep in mind the economic condition of 2008 when you read this.

The premise of the Hutch campaign could in no way be called anything like that of the Verizon campaign. The campaigns proved that similiar strategies can have dissimiliar execution with exceptional results in both cases.

Here I must add that Vodafone acquired Hutch in 2007 in India and Verizon Wireless is a joint venture of Verizon and the Vodafone Group. Seems like network supremacy is the motto for this telecom giant.

One from each of the series of Pug Ads and the Dead Zone Ads for you to get an idea