Munch Vs Dairy Milk: The Combative Tareekh !
Few days back i saw this new Munch Ad.I was just surfing through the channels and saw this ad.I laughed very badly after watching the ad.It was hilarious.I am not a very big fan of Cadbury’s Pehli Tareekh campaign,so enjoyed this ad even more.
My marketing teacher believes that Cadbury’s campaign is awesome.Atleast for one day(the pehli tareekh) they are able to wipe out all the competition(which is about 4% of the market). but still i was never impressed by the total campaign.But this munch ad campaign really is awesome 
.
This is not the first time we are seeing this in india.The Combative Advertising campaigns keeps on coming.
Pepsi-Coke,Horlicks-Complan are examples of such campaigns.But sometimes such campaigns are not in good taste but this Munch campaign is really hilarious and funny.
‘Munch Khao bina tareekh dekhe’ campaign is supported by TV ads,Radio ads and even a very own Facebook Page.
Lets also have a look at Cadbury’s campaign made by O & M.
On Nestle’s spoof on Cadbury’s ad, Abhijit Avasthi, national creative director, O & M (India and South Asia), said, “Many times companies try to attract attention by riding on the market leader’s advertising. In principle, there’s nothing wrong in it. But they should be able to pull off a spoof like this with finesse and style. In my opinion, Nesle’s ad did not succeed.” According to Awasti, the 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 or as rich as a crorepati. This is the moment that CDM captures in its ad. We have got phenomenal response for this campaign,” he added.
But Sirjee what do u want to convey,Cadbury dairy milk can be bought only on 1st of month when you have money.(rest of the days you cant because of no money).Dairy Milk a premium product ? haha.
Across the road, Nestle’s advertising partner JWT India is finetuning its advertising campaigns to promote Munch across the country. Rohit Ohri, managing partner of JWT India, said, “We have just launched our television campaign for Munch. It’s too early to talk about the response to this ad. We will be supporting our television campaign with radio and internet ads. On the other hand, Cadbury’s new TV commercial is supported by a 360 campaign to intensify the engagement with the consumers through radio, print, on-ground (multiplexes and malls), mobile and online platforms. With increasing competition, this sector will post a 15% growth,” said an analyst based in Mumbai.
Seeing all these ads,even Sunny Deol will say ‘Tareekh pe Tareekh ! Tareekh pe Tareekh ! Tareekh pe Tareekh ! Mujhe to bas chocolate khana hai !’
Whatever the case or fight or combat,we ,the consumers, are enjoying irrespective of Tareekh.
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Munch Vs Dairy Milk: The Combative Tareekh ! | Manmeet Sabharwal’s Weblog…
Few days back i saw this new Munch Ad.I was just surfing through the channels and saw this ad.I laughed very badly after watching the ad.It was hilarious.I am not a very big fan of Cadbury’s Pehli Tareekh campaign,so enjoyed this ad even more….
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Nice choice of topic by Manmeet as usual. I would like to point out that CDM’s current 360 degree campiagn is purely focussed on changing consumer behavior. Cadbury’s which was growing at a hindu rate of growth started galloping with the ‘Kuch Meetha ho jaye ‘ positioning. So u saw all Indian festivals being enchased by it. Sales logic wise now it was getting too seasonal so they launched this campaign to target the month wise volumes as well . They never say that dont eat Cadburys if its not a festival.( or even now if its not the day 1 of the month) Salaried Indians traditionally used to buy sweets or go out to eat or get something good made at home on the pay day to celebrate it with their family. These days its dying as everyday u eat out etc.. But Cadbury’s Ad is aiming to extend the same festive emotion to the pay Day.
Another thing i’d like to point out is that the positioning of munch is that of a snack food while CDM is a delight. So not much a competition at front. But this new wave competitive advertising does seem great to me as the imapct duration of the campaign is not long lasting and it aids the competition as well in the Social media space atleast
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Thanks for such a wonderful comment maddy!
I would just like to make 2 points here
If cadbury would have extended thier ‘kuch meetha ho jaye campaign’ with the pehli tareekh funda then it would have been great!but these days they are just concenterating on this pay day concept.In fact they are obsessed with it.
and second point Nestle used Munch in the same way coke uses Sprite to answer the Pepsi Ad campaigns.Consumer is intelligent enough to understand what nestle meant.
But still more than the fundas involved i am enjoying the Munch Spoof.Whenever the ad comes i can stop smiling.hehe
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I agree to your point where the spoof does score, but i personally do not find any fault with the concept of PayDay used by Cadbury. It is a brilliant idea which was to be simply put, badly executed.
Munch’s spoof has simply capitalized on the weak execution.
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I agree to your point that pay day was an excellent idea but badly executed.They could have clubbed this thing with their ‘kucch meetha ho jaye’ campaign but they made it an independent campaign.
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Excellent!
I was looking for this video!
Great Stuff! Tit for tat Munch!
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Thanks !
Is Chaaps.com yours ?
Do you have Iodex’s latest commercial !
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Yup..It’s Mine…Iodex ad? which one?
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