The latest series of ads of Cadbury show the context of pay day and eating of Cadbury Dairy Milk. A visit to their web page gives us some idea of the thought behind the campaign.
Directly from the website - Sanjay Purohit, Executive Director - Marketing, Cadbury India Ltd said, “This new campaign takes the concept of celebrations to yet another level. With Pappu and Miss Palampur campaign, CDM created a space for itself during the big, community celebration moments. This commercial keeps the core promise of happiness while introducing another 'moment of joy' in one’s life. The new commercial highlights the celebratory occasion of payday, which is an important event in the life of every middle-class Indian.” For more visit Cadbury India.
The second ad or rather series of Ads which I found interesting is the Aamir Khan series of "Thanda Mathlab Coca Cola". Most of us would remember the series, both because of Aamir Khan and the good story lines behind the series. A link to one of ads for those who would like to refresh their memory, link.
The basic idea I felt behind both the campaigns is to go out and occupy a distinct space in the consumer's mind , and as has been said before if you are able to occupy a distinct space in the consumer's mind then it become very difficult for a competitor to dislodge you, the essence of positioning. And it might be easier done if one is able to capture a word in the consumer's mind which already exists , in the case of cadburys that word is "Meetha" a generic to represent all and any kind of sweet. Similary in the case of Coca-Cola the attempt to build an association with the word "Thanda" which means in common parlance any drink which is served cold , be it the ubiquitous lemon based Nimbu pani or a soft drink. The only problem with this approach is it is long term and one has to stick to the same message.