The recent Cadbury Gems ad seriously questions about the sheer rapport between the tv commercials and the product positioning. They infact showed a couple of ads; one with an old lady who tries to find Gems from the ground,http://www.youtube.com/watch?v=Ink9lAkrcxY other of a sculpture, made completely out of Gems http://www.youtube.com/watch?v=jjV91ZRqu-o&feature=relmfu .
By showing the childlike characters in adults, the message they tried to portray may be, the diversification of their brand into adults apart from kids. However the message was totally unclear and moreover baffling, which is highly unlikely from the PR and Advertising giants, O&M. Infact the ad was unknowingly crash landed with an abrupt ending showing their new tagline there, which failed to stress the idea of "Living an ageless life".
In my opinion, There should be a logical nexus from the start of an ad till its very end. And the tagline should only be a means for concreting the message in viewer's mind, or to have a brand recall whenever they see it. But here in this case, the tagline which shows at the end of both the ads ("Raho Umarless" meaning "Stay ageless") has hardly got any connection with the actual ad. Nearly after 3 weeks of its launch, the result was not in numbers for Cadburys (no impact in sales), However their highly variety ringtone has got a publicity when college lads started using it.
Finally their new ads hardly created any appeal to the targeted audience. So the point is, it doesn't actually matter whether the ad is simple or complicated; but the viewers should be able to make out from that 10-20 sec ad and should thereby reflect in sales very sooner. Hope O&M and Cadburys will come up with new interesting ads in the future with more clarity in conveying the message.
