Aaj Pehli Tarikh Hai

Advertising is turning more towards humaneness with an emotional appeal today. While people have tuned a deaf ear to the advertising mantra of hooking consumers with false promises at this time of recession, Cadburys has come up with this bold concept with the commercial ‘Aaj Pehli Tarikh Hai’. Never mind the slowdown and the salary cuts; the payday is always a reason to celebrate. Certainly… all of us do in our own ways.

This new commercial highlights the celebratory occasion of payday. Though it comes 12 times in a year, it is definitely an important event in the life of every middle-class Indian. Infact most of us look forward to this day though we may not be really happy with the package. It’s a brilliant idea of associating Cadburys Dairy Milk Chocolate with the payday celebration. The ad conceptualised by Ogilvy India has reached far and wide though its universal appeal and also by quoting the famous song Aaj Pehli Tarikh Hai, sung by Kishore Kumar for a movie called Pehli Tarikh.



I would rate this TVC higher than CDM’s older 'Kuch Meetha Ho Jaye Pappu series because it stands out. A good TVC is one that can steal the attention of a man who is in a hurry. The ad is a great example for occasion-based marketing.