Analysis of a Recent Indian Advertisement Using AIDA Model and Advertising Appeals
Selected Advertisement: Cadbury Dairy Milk – “Shubh Aarambh” (2024)
Cadbury’s “Shubh Aarambh” campaign, launched during the festive season in 2024, aimed to connect emotionally with Indian families. The advertisement shows a young woman offering Dairy Milk to her parents before an important personal event, symbolizing good luck and new beginnings.
Advertising Appeals Used
1. Emotional Appeal
The ad focuses on family bonding, Indian traditions, and feelings of joy and support. Emotional triggers such as love, nostalgia, and togetherness are strongly present, making it relatable to the Indian audience.
2. Cultural Appeal
“Shubh Aarambh” literally means “auspicious beginning.” The campaign cleverly ties into Indian rituals where sweets are shared before significant life events like exams, marriages, or job interviews.
3. Brand Loyalty Appeal
Cadbury has been a household name in India for decades. This campaign reminds consumers of the long-standing relationship they have with the brand, reinforcing trust and tradition.
Application of the AIDA Model
1. Attention
The ad grabs attention through its warm visuals, soft background music, and culturally relevant scenes. The setting—a traditional Indian home—and emotionally expressive characters instantly resonate with the viewer.
2. Interest
Interest is maintained by developing a story around a life milestone. The narrative builds curiosity about the occasion, and the viewer becomes emotionally involved, anticipating what will happen next.
3. Desire
The act of sharing Cadbury before the important moment evokes a strong emotional connection. It inspires viewers to adopt the same gesture in their lives, especially during festivals or personal achievements. The sweet becomes symbolic of blessings and love.
4. Action
Cadbury prompts action by placing the product at the center of emotional rituals. Viewers are encouraged to buy Dairy Milk as a way of expressing love and good wishes. The ad ends with a tagline that is both a call to action and an emotional cue.
Effectiveness of the Advertisement
- High Cultural Relevance: The campaign aligns with Indian traditions, making it highly relatable.
- Emotional Resonance: Viewers feel warmth and familiarity, leading to strong brand recall.
- Visual Simplicity: The storytelling is straightforward and effective without being flashy.
- Consistent Branding: Cadbury continues to position itself as a brand that celebrates human emotions and milestones.
Conclusion
Cadbury’s “Shubh Aarambh” campaign effectively uses emotional and cultural appeals to connect with the audience. Using the AIDA model, the ad successfully captures attention, builds interest, creates desire, and inspires action. Its strength lies in storytelling, emotional connection, and deep-rooted cultural symbolism, making it one of the most effective Indian advertisements of 2024.