This excerpt is from the teaser of an upcoming Tamil horror-comedy called Dhillukku Dhuddu 2 (yes, it’s a sequel) starring Santhanam, a Tamil comedian and hero’s best friend turned hero. (the relevant part plays when you see it below; you can watch the full teaser too, if you wish to đŸ™‚ )

The teaser is a standard trope within the usual Tamil horror-comedy template, but what caught me by surprise is the last few seconds when they use a popular advertising jingle! It is not used in a throwaway fashion – there is complete context behind its usage that starts with an action from the ghost (or what looks like the ghost) and then the jingle starts! It’s a parody no doubt, but a highly contextual parody!

I don’t know if the makers sought permission from the brand (in this case, Mondelez India) or not, but this could be one of the greatest—and scariest—tribute to that jingle! Mondelez spun off that a jingle as a single (pun unintended) late last year, featuring Armaan Malik and Shirley Setia.

Those are the brand’s attempts to extend the life/popularity of the jingle, but here’s a variant/usage that is perhaps most natural! To see it in a Tamil film that is perhaps not directly aligned with Cadbury’s target audience is even more interesting. Imagine the amount of deliberation the brand and agency usually takes, before finalizing a TVC, and see this! đŸ™‚

Either way, Cadbury should be quite kicked with this usage! It means the jingle (and hence the product) has, in some way, permeated into the collective consciousness of Indians!

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