The new cadbury's Shubh Aarambh ad is cute, no doubt. The advertisement has the cutest pick up line I have heard this year. Keeping aside the giggles and heart-melt effect I like the Cadbury ad for the "shubh aarambh" reason. I like it for the reasons Cadbury is creating for me to enjoy a Dairy Milk. However Cadbury could have started this campaign with a situation that appealed to a wider audience.

With the review of the "Pehli Tareekh" ad I had observed that Cadbury's is creating celebratable occassions out of routine events that repeat in our lives. The repeating nature of the event compounds the benefit of a memorable ad. In my opinion Cadbury had created for itself a winning formula and I see "Shubh Aarambh" as a good application of the formula.

If "Pehli Tareekh - pay day" gave salaried people reason to enjoy a Dairy milk once a month ( for most of us in India ), Shubh Aarambh is giving reasons for everyone to sweeten many more times because someone or the other is starting up on something new somewhere.  I like the switch Cadbury has made from the previous series that had a flavor of we just need some goddamn reason to celebrate to the now "real" reasons of celebration.