***WITTY WEDENESDAYS*** After PepsiCo and Coca-Cola India, chocolate majors Cadbury India and Nestle India are now engaged in a bitter advertising war. With the launch of its new advertising campaign for Munch, Nestle has directly taken on Cadbury Dairy Milk new high-voltage ad campaign titled “Aaj Pehli Tarikh Hai”. With the tagline Sirf Pehli Tarikh Ko Nahin, Kabhi Bi Kha Sakte Hai, Nestle’s combative advertising campaign directly mocks Cadbury brand. Clearly, Nestle India wants to dilute the brand proposition of Cadbury. Nestle’s spoof on Cadbury ad is justified as a case where companies try to attract attention by riding on the market leader advertising. In principle, there is nothing wrong in it. But they should be able to pull off a spoof like this with finesse and style. Cadbury agency chose the theme of “Pehli Taarik” as pay day emotes feelings that are naturally celebratory in nature. Pay day makes you feel as rich as a king. This is the moment that Cadbury Dairy Milk captures in its ad. On the other hand, Nestle competes with its established competitor by ruling out their advertisement, thereby establishing the concept of “You can munch on the Munch anytime, and not particularly on the first day of the month.” The power brands have been competing for a while now, but it goes without saying how each one of them have managed to rule the customer’s hearts. After all, it’s the sugar rush and the sweet tooth doing the talks !
Posted on: Wed, 31 Dec 2014 13:42:38 +0000
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