Cadbury has rolled out a campaign, 'Don't Rush It', for its Bournville range.

Conceptualised by Ogilvy, the campaign comprises a film. The film begins with a robbery in progress. While one of the robbers waits for the others to return, he discovers a Bournville chocolate and begins eating it. When the rest of the gang arrives and tries to open the car door, they notice him savouring the chocolate. Unable to interrupt his moment of indulgence, they reluctantly wait. Just as they do, the police arrive on the scene. Surprisingly, the officers don't rush him either, allowing him to finish his Bournville in peace.  

What we think about it: The film is an intriguing mix of humour and quirk. The unexpected scene where the robber pauses to enjoy a Bournville chocolate while everyone waits around him creates an absurd, yet hilarious break from the tension. In a world where everything is fast-paced, the ad takes a moment to showcase how each moment needs to be savoured.

Nitin Saini, vice president- marketing, Mondelez India, said, “With Cadbury Bournville, we believe that life’s most meaningful indulgences aren’t meant to be rushed. In a world where everything moves at a relentless pace, we want to inspire people to take a moment, be present, and truly savour the richness of their moments. This sits well with today’s discerning consumers who are looking to build a quality and balanced life. Thus, with our new campaign, Don’t Rush It, we’re turning Bournville into an enabler of slow-down moments and encouraging consumers to experience a deeper connection with themselves—one pip at a time. After all, the most memorable moments are the ones that are unrushed.”

Sukesh Nayak, chief creative officer, Ogilvy India, said, “When you think of some of the most unique and witty advertising, Bournville definitely features at the top. We wanted to take it a notch up with this new campaign while maintaining the premium, international imagery that Bournville is known for. We wanted Bournville to make Dark chocolate desirable in India, which is predominantly a milk chocolate market. The film is a perfect mix of a high-octane thriller with a humorous twist that dramatizes the fact that Bournville’s Intense taste is best-savoured bit by bit and therefore can’t be rushed."