Gem of an idea!
Cadbury Gems leveraged the idea of ‘playing with Gems’ and translated it into this vibrant OOH campaign with the theme ‘Raho Umarless’ to communicate not only the fun of cricket but also having fun with colors . The brand is also planning on extending the thought to other mediums by putting up huge Gems installations in high WUDIfiF DUHDV DORQJ ZLWK LQQRYDWLRQV RQ RXWGRRUV. 7KLV clutter breaking campaign started off with the popular jingle “Jeetega bhai jeetega” that asked people to choose WKH ZLQLQJ FRORXU DQG VKRZFDVHG YDULRXV FRORUV fiJKWLQJ for the cup. The campaign also had a cup made entirely of Cadbury Gems that was displayed in some malls. Speaking about this campaign, Suparna Kabra, Group Brand Director, Bates, said “The task at hand was to make Gems palettes move around to amplify the theme of the campaign- ‘Kaun bhaya jeetege’ The innovations which were executed were the rotation of the cup towards each team and the wiggling of each team in a question mark with the cup in the center. Both these had a 3D actual pack shot of Gems protruding out of the billboard to enhance the packaging / branding. We had to ensure the Gems palettes looked real and tempting and create a hype in prime locations. We had about 5-6 days to have all these sites up and since Mumbai was a prime market, we deployed two teams to ensure hygiene was maintained.” A Cadbury Spokesperson added, “Cadbury Gems spontaneously brings out fun & happiness in people through its little colorful chocolate buttons. We saw this as an interesting opportunity and decided to give this playfulness a quirky & topical take. We didn’t just limit the effort to television and took the campaign with chocolate buttons digital, on-ground and outdoors. The campaign seems to be transcending age-groups and is garnering appreciation from teens and adults as well.” The regular vanilla campaign was executed in Mumbai and Bangalore with a pack shot cutout