1) Cadbury clairs

1960 Chocolate clairs launched by London confectionery James Pascall. 1964 Pascalls confectioners acquired by Cadbury Brothers and with it Eclairs, which become 2nd brand. 1974 clairs are renamed Cadbury Chocolate clairs. 1970s Cadbury begins an international launch programme that will eventually lead to clairs being available in 23 countries 1990 The brand is re-launched and gains Cadbury Royal Warrant on pack in the UK. 2006 A new, crunchy clairs launched under the Cadbury Dairy Milk brand in India. 2013 Mondelz International updated the UK ingredients list to add in the inclusion of palm oil in the recipe.
Brand: Cadbury clairs Company: Cadbury Agency: Contract Advertising MRP: Re 1

Cadbury clairs has been present in India since 1971. This tasty wonder with indulgent chocolate wrapped in soft, chewy caramel came to Cadbury in 1971. In 1994 the brand took on the purple and gold packaging which has been its trademark since then. The brand has remained a favourite and its franchise in India has grown manifold since then. In the year 2009, Cadbury clairs was re-launched with an enriched chocolate centre. The chewy caramel was also made softer improving the product significantly. Cadbury clairs is also available in a pocket pack which is preferred by teenagers and heavy consumers who find the brand irresistible.

In 2011, Cadbury clairs heralded the New Year with another exciting addition to its fold the new Cadbury Eclairs Rich Brownie. The luscious new candy contains an indulgent brownie flavour in its caramel and pure Cadbury Dairy Milk chocolate in its centre. The new addition has already become a favourite of consumers who love the great flavour and the superior chocolate gush you experience as soon as you bite into the candy. Cadbury clairs Advertising: 1) 2006: Ad Donations Tagline: - 'Kar De Dil Pe Jadu'

It's 'Donation Day' in a college. A bunch of girls approach some boys and hold out a donation tin. A smart aleck among the boys reaches into his pockets, pulls them inside out and shrugs. The other boys playfully follow suit. Dejected, the girls start leaving.

Just then, one girl offers a Cadbury Dairy Milk clair to the smart aleck. On eating the clair, he undergoes a transformation. He runs up to the girls and starts donating first his watch, then his cap, his wallet and also his shirt, to the amusement of the giggling girls.

A shot shows the Cadbury clairs pack with the super, 'Kar De Dil Pe Jadu'. The girl offers the boy one more clair which he turns down with a naughty smile.

Link:- http://www.cadburyindia.com/in/en/Brands/Pages/videoplayer.aspx?vid=1653

2) 2007: New Ad Tagline: -Very Tasty Very Useful

A couple is romancing while sitting next to each other on a Local Bus. The guy is actually a playboy kind of a character and sees his 2nd girlfriend Pooja Boarding the same bus which spells trouble for the Guy.

To escape from Trouble he uses Cadbury clairs and his first Girlfriend forgets everything and gets engrossed in the flavour of clairs.

He uses another clairs to get away from trouble with his 2nd girlfriend and she also forgets everything and gets engrossed in the flavour of clairs. But his 3rd girlfriend Tina pats him from behind and he has no more Cadbury clairs left to escape from Trouble.

Link: - http://www.cadburyindia.com/in/en/Brands/Pages/videoplayer.aspx?vid=1652

3) 2009: Meetha Bomb Tagline: - Chocolate Ka Meetha Bomb

clairs underwent a makeover. An extra gush of liquid chocolate encased in softer caramel and a brand new package ensured that clairs would continue to be an all time favourite. The `Chocolate Ka Meetha Bomb campaign was launched to promote the new improved clairs.
Link: - http://www.cadburyindia.com/in/en/Brands/Pages/videoplayer.aspx?vid=1651

The advertisement starts with Individuals engrossed into something and having a bomb kind of stuff which is about to explode in their mouths.

After it explodes one can see kind of a chocolate fountain instead of ones Head and then comes the tagline chocolate Ka Meetha Bomb.

4) 2010: TV Commercial Tagline: - Doob le Zara The romanticism of this treat called clairs was enhanced with the `Doob Le Zara campaign in 2010.

Link:- http://www.cadburyindia.com/in/en/Brands/Pages/videoplayer.aspx?vid=1649

Created by Contract Advertising, the film takes forward the Meetha Bomb campaign, which showed people getting completely lost in the taste of the Eclairs candy, with the chocolate 'exploding' in their mouths.

The tagline this time is 'Doob Le Zara'. The film shows the protagonist being extremely bored at a retro-styled social gathering. As he pops an clairs, things seemingly change for the better - with the scene suddenly turning into a fantasy which gets more upbeat as he delves further into his chocolaty fantasy. He is brought back to the present soon - but not before he smilingly looks at another clairs in his hand. The play in both the Meetha Bomb and the current film is on the experience of eating the Eclairs and hence, explosion has been used as the creative device. The key insight used was consumers getting lost with every clair. Reviews: - "Stuck in a bored situation, pop the product and voila! Nothing new! The casting and acting, too, were rather predictable. The concept is too close to the 5 Star commercials, which also talk about getting lost in the taste idea.

5) 2011 New TV Commercial Cadbury clairs rang in the New Year 2011 with an exciting new addition the new Cadbury clairs Rich Brownie priced at Rs. 2. The agency was again Contract Advertising.

Link: - http://www.cadburyindia.com/in/en/Brands/Pages/videoplayer.aspx?vid=1648

Cadbury clairs Rich Brownie packs in a smooth brownie flavour enveloped in delicious caramel. At the heart of the candy is of course a gush of Cadbury Diary Milk chocolate. Called the Chocolate Fountain, Cadbury clairs urges consumers to enjoy the great gush of delicious chocolate that hits their taste palate every time they have an clairs Rich Brownie.

6) 2012: TV Commercial Tagline: - Get Lost While the new variant is banking on the chocolate fountain, the original Cadbury's Eclairs is experimenting with the Lost in Taste proposition. The creative brains finally came up with the tagline Get Lost". A) Cricket Ad Link: - http://www.youtube.com/watch?v=1UQCXi8eSGQ

Two Friends are watching a cricket match when a third friend comes in and says that the match is fixed. Feeling irritated from his behaviour and the disturbance he creates he gives him an clairs so that he shuts up and Get Lost in the Flavour of clairs.

B) Salesman Ad:
Link: - http://www.youtube.com/watch?v=WtWzSHCcCeg

Theres a Beautiful Lady Buying clothes when a salesman forces her to try different types of clothes in-order for her to buy. After getting Irritated and angry she ask him to Try Eclairs.

C) Friends Driving Ad: Link: - http://www.youtube.com/watch?v=9OIubQ9ouS8

2 friends are in a car going to watch a movie, but the driver of the car is driving slowly. The other friends ask him to accelerate and drive fast and constantly do so by saying that he is a naive driver. To stop him from constantly bugging him the driver uses clairs to make him get lost in the yummy taste of clairs.

1) Facebook Page 1million likes

Link: - http://www.facebook.com/CadburyEclairsIndia?fref=ts

2) Orkut

Link: - http://www.youtube.com/watch?v=uKdFDUHFU1A

Conclusion:The new tagline is far below the average creative standards for the reason that another brand from the same company i.e 5 Star is having the same positioning. It is common sense that it is not advisable for two brands from the same company to have same positioning. Positioning has to be unique and should not be shared unless it is a branded house. The entire campaign has a negative tone coupled with the tagline which itself is negative.

2) Parle Melody
Introduction: Caramel meets chocolate to yield an outcome nothing less than delectable. Parle Melody comes with an irresistible layer of caramel on the outside and a delightful chocolate filling within. Pop it in your mouth and relish the unique experience. It wont be too long before you find yourself asking the age old question Melody itni chocolaty kyon hai?'

Brand: Melody

Company: Parle Agency: Grey Worldwide MRP: Re 1 Tag Line: Melody itni chocolaty kyu hai? Melody Khoa Khud Jaan Jao!! USP: Caramel with chocolate filling
Parle Melody Website: http://www.parleproducts.com/brands/parlemelodychocolaty/#

TV Commercials: 1) 2004 Break up Tagline: - Melody Khao Khudh Jaan jao

The husband in this funny commercial is leaving his wife and his house. His wife asks him one question before he leaves i.e. Melody itni chocolaty kyun hai.
Link: - http://www.youtube.com/watch?v=cHxqT7dWp7Y

2) 2004 Wedding Tagline: - Melody Khao Khudh Jaan jao

Theres a wedding going on and the Groom is asked a Question by the Bride that Melody itni chocolaty kyun hai.

3) 2005 Hospital Tagline: - Melody Khao Khudh Jaan jao

The advertisement opens with scene in a Hospital where ones wife is admitted and when asked to the doctor regarding the status of a patient the Doctor asks him a question i.e. Melody itni chocolaty kyun hai.

4) 2005 Classroom ad Tagline: - Melody Khao Khudh Jaan jao Link: - http://www.youtube.com/watch?v=lLp1JTeDMck

5) Tantrik TVC Tagline: - Melody Khao Khudh Jaan jao

6) 2005 Alien TVC Tagline: - Melody Khao Khudh Jaan jao

Fun facts from Parles website:

http://www.parleproducts.com/brands/parlemelodychocolaty/#

Parle Melody doesnt have an Official Facebook page where as Cadbury clairs has a dedicated Facebook page where in the number of like is more than 1 million. Both basically use Television commercials for the purpose of Promotion and advertisement. Parle Melody has stuck to the same tagline i.e. Melody itni chocolaty kyu hai? Melody Khoa Khud Jaan Jao!! Whereas for Cadbury clairs it has gone through quite a revolution from 'Kar De Dil Pe Jadu' to Very Tasty Very Useful to Chocolate Ka Meetha Bomb to Doob le Zara to Get Lost. But the Group still feels that The Tagline of Melody is unique and more effective when compared to Cadbury clairs because of the fact that Cadbury clairs campaign feels synonym to that of 5star advertisement. Both Cadbury clairs and Parle Melody are using the Integrated Advertising as Cadbury clairs online campaign on orkut and facebook was similar to the TV commercials where Parle Melody TV commercials and it online website focuses on the same concept that why is Melody so Chocolatey. Both Parle Melody and Cadbury clairs focus on the point that the recipient of these candy gets engrossed in the yummy taste and forgets everything else but the tagline of Melody has had a more everlasting and deep impact on the individuals.