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Bitter aftertaste

Reviewer: Senthil Kumar

The national creative director at JWT India, Kumar has spent 16 years in advertising. He was with Trikaya Grey in Bangalore and set up Grey Sri Lanka in Colombo before returning to join JWT Bangalore. He has worked on brands such as Levi’s, Kingfisher, Ford and The Times of India.

Campaign

A young journalist seeking an interview with actor Arjun Rampal, who plays himself, waits for him on the sets of a movie. She slips into a palatial set to enjoy her Galaxy chocolate. Rampal walks up to her to share the chocolate. The lyrics of the song used are penned by Gulzar.

Your first thoughts on the campaign?

What a waste of 45 seconds. But hey, maybe the chocolate tastes better. No offence meant to anyone, but what’s the big idea here? I am sure the hungry creative team had many more ideas but intensive research and a celebrity constraint must have led them to this stale story.

Galaxy is a well-recognized international chocolate brand. Does the campaign introduce it to the Indian market well?

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Senthil Kumar

Chocolates as a category are consistently drifting towards an adult audience.

Well, chocolates are designed to be sinful—the epitome of temptation. Some brands split communication by target audience to speak to children and adults differently. There are others that talk only to the dark chocolate consumer. No matter what the age, chocolates have to make your mouth water, tempt you. Most chocolate advertising tries to capture this in one way or another.

Has any other campaign in the category caught your attention recently?

I love the British Cadbury Dairy Milk campaign, “A glass and a half full’. It brings alive the joy that a glass and half full of milk can bring for every child in the form of a chocolate bar. They did this successfully without showing any consumption—rare because this category is so dependent on capturing the consumption experience. The award-winning KitKat “Have a Break..." series, including the Google KitKat Android 4.4 innovation, is going viral around the world and this merging of technology and chocolate is cool and future-ready.

In India, almost all the Cadbury Dairy Milk ads, “Shubh Aarambh", “Kuch Meetha ho Jaaye" and the Silk ads, are awesome.

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