Cadbury Gems goes vibrant with’Raho Umarless’ campaign

With the ongoing cricket season, Cadbury Gems leverages the thought of’playing with Gems’ and translates it to this vibrant OOH’Raho Umarless’ campaign to communicate not only about cricket but also about having fun with colors . The brand is also planning on extending the thought to other mediums as well by putting up huge Gems installations in high traffic areas along with innovations on outdoors. This clutter breaking campaign started off with the popular jingle “Jeetega bhai jeetega” that asked people which color would win and showcased various colors fighting for the cup. There is also a cup made entirely of Cadbury Gems that is 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.
The regular vanilla campaign was executed in Mumbai and Bangalore with a pack shot cutout.
 
Cadbury Spokesperson adds that “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.
 
Cadbury Gems started its’Raho Umarless’ campaign in the year 2012, when the brand took a conscious decision to make a shift in the communication. The idea was to familiarize children, teenagers and adults with the brand’s thought of’Raho Umarless’, thus getting people acquainted with the notion that we should remain playful, natural and spontaneous regardless of our age.