Cadbury Gems has a new television advertisement with pandas adding an element of surprise.
The ad, created by Ogilvy & Mather, opens with a wildlife expert trying to unearth the mystery behind the multi-coloured panda. Shot from a very realistic, documentary-like perspective, a humorous and very Indian narration adds an element of fun.
Many improbable reasons are explored for the multiple fun colours on the panda, before the narrator finally discovers the mystery potion - Cadbury Gems.
Sanjay Purohit, executive director, marketing, Cadbury, said, ''The new Gems campaign seeks to marry a consumer insight with the product USP in a fun and humorous manner. The television ad will play a role in enhancing the brand connect with both brand loyalists and inquisitive potential customers.''
This unique treatment has been chosen with the intent of increasing the brand appeal amongst elder kids by attributing an identifiable role to the colors of Cadbury Gems.
The ad is based on research that pointed out an interesting insight on children's perception of colours. As kids grow older, they associate colours with emotions. Colour being Gems' closely held USP, the decision was taken to leverage this aspect and position the colors of Gems as the element that introduces fun and masti in an otherwise mundane life.