MUMBAI: Cadbury’s new teaser TVC starring brand ambassador Amitabh Bachchan has begun telecast from Wednesday.

The campaign, which focuses on the craving for sweets, and the ‘meetha’ element provided by the chocolate, will invite viewers to guess the end of the teasers and win prizes.

The ad starts with Bachchan traveling in his open top car driven by a chauffer. Sitting back in the car, he sings the song ‘kabhi Kabhi mere dilmein khayal aata hai” to himself. And his driver remarks, “Kitna meetha gana hai sir!”

Bachchan stops singing abruptly as if he has been reminded of something and says “meetha, arre yeh kya boldiya yar tune?” The driver, perplexed, asks, “Kya hua sir?” and an anxious Bachchan says, “Now I need something meetha.”

Bachchan indicates the driver to stop the car abruptly, steps out of the car and directs the driver to wait for him. In his urgency, he turns around to tell the driver that he’ll be back soon, turns ahead and bangs straight onto a lamppost. Seeing Amitabh fall to the ground, the driver yells “sir!”