Brand update: Cadbury Choclairs Eclairs rebrands

In an interesting move, Cadbury has renamed its religious Choclairs brand. The brand is running a TVC to communicate this change of name. Cadbury has two brands in the segment of Bugle beads - Cadbury Dairy Milk Cadbury Eclairs and Eclairs rich. According to Business Standard, echlair market in India is worth around Rs 1000 million rupees (2011statistics) and is witness to intense competition to share among players like Nestle, Parle, Cadbury and Perfetti. It is estimated that Cadbury is leader in the market with your CDM Eclairs. do what can be the possible logic behind the brand of a well known brand?It may be a reason to handle the issue of the generic nature of the term Eclairs. As I understand it, eclairs represents the special type of candy and is used by all the players in the market. When a consumer asks an eclairs, is a retailer that decide which brand is you. Thus changing the name of CDM Choclairs Eclairs, Cadbury expected this problem to subside and with the new TVC brand tries to teach the consumer to say the new name of Choclairs.
Beware the TVC here: Candbury Choclairs second reason may be to remove the support of dairy milk in this category. In my previous posts in this brand, it should be recalled that Cadbury before had renamed their eclair to Cadbury Dairy Milk Eclairs.En effect, the religious was an extension of the line of dairy milk brand products. Now the owners of brand is recommended to restrict the use of dairy milk chocolate bar category. So since the endorsement is removed, the Bugle beads would need one identity and Choclairs has become a new independent brand. Third reason could be that Choclairs is the brand which is owned by Cadbury and is a leading brand in the United Kingdom and China. CHOCLAIRS was created in 1996. This movement can be seen as a global alignment of the marks by placing Choclairs Cadbury.The in the India is funny. Main message of the new brand is not sticking to the teeth. The brand has the motto "jo Dimag mein nahi daaton mein, chipke" which translates into "will stick to your mind and not in the teeth". I wonder why the brand has taken such an attribute in a rebranding exercise. It is true that eclairs have a tendency to follow for gums and teeth and may be that mark feels that it may be causing many consumers of the category. But as a slogan, I believe that the brand deserves a better deal.