This past October, Cadbury Dairy Milk rolled out a clever ad for the Indian market that incorporates popular Bollywood themes. Playing on themes of friendship and unique Indian celebrations, the ad is perfectly tailored to the Indian market.
In the ad created by Ogilvy & Mather, a women is seen enjoying a Cadbury Dairy Milk bar while overlooking a celebration going on below her. She is eventually joined by her mother in-law, who greets her with a frosty reception until offered a piece of the chocolate bar. Bonding over the treat subsequently causes the two to break out into energetic dancing. The ad ends with the phrase "Badhti dosti ke naam," which references the concept of friendship.
While the idea of friendship is universal, the Cadbury Dairy Milk ad expertly incorporates common Bollywood themes and specific Indian traditions to tailor the ad for South Asian consumers.
Why This Trend Is Growing
- Bollywood-themed Ads
- Advertising agencies can incorporate popular Bollywood themes in their ads to effectively target the South Asian market.
- Cultural-specific Advertising
- Businesses can strategically tailor their advertisements to cater to specific cultures, such as Cadbury Dairy Milk's ad for the Indian market.
- Friendship-based Ads
- Brands can utilize the universal concept of friendship to create ads that appeal to a wide range of consumers.
Industries Being Reshaped
- Advertising
- Advertising agencies can explore incorporating cultural-specific themes in their ads to effectively target a specific market, such as Bollywood themes for the South Asian market.
- Food and Beverage
- Food and beverage companies can create ads that emphasize the social and bonding aspects of consuming their products, such as Cadbury Dairy Milk's friendship-themed ad.
- Entertainment
- Entertainment companies can leverage the popularity of Bollywood to create cross-promotion and co-branded campaigns with brands targeting the South Asian market.
