Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness. A moment of pure magic! Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers across India, the word Cadbury has become synonymous with chocolate. CDM remains at the top of the Indian chocolate market not only because of its most delicious, best tasting chocolate but also because of its memorable communication.
Our Advertising: In the early days, the brand had a huge fan following among kids.
In order to build stronger appeal among older age groups, the brand re-positioned itself through the classic ‘Real Taste of Life’ campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up and very soon, both teenagers and adults, were hooked on to this bar of pure magic. With the launch of the Rs.
5 pack in 1998, CDM became more affordable and hence more accessible for the masses. The ensuing positioning of ‘Khaane Waalon ko khaane ka Bahana Chhayie’ made consumption into a joyful, social occasion.
In 2004, the `Kuch Meetha Ho Jaaye’ campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets (Mithai). With Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a huge success. People could relate to the commercials that were aired to promote Cadbury Dairy Milk. How many can forget the `Pappu Pass Ho Gaya’ commercial? The country cheered on as Pappu fell in love in the Pappu Love Test commercial. Then came`Miss Palampur’ and the country celebrated the beauty pageant with a difference.
The`Kenya’ commercial that was aired in 2008 celebrated the spirit of cricket and that of true sportsmanship. In 2009, we aired another commercial under the `Kuch Meetha Ho Jaaye’ platform, called the `Pay Day’ commercial. In the year 2010, the `Shubh Aarambh’ campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new. With `Shubh Aarambh’, Cadbury took the Dairy Milk journey a step further into the hearts of its million lovers.
With the current campaign ‘Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye’, ur aim is to introduce the thought of having a CDM as a post dinner meetha (dessert). Cadbury Dairy Milk launches a new campaign “Shubh Aarambh” Mumbai, July 2, 2010: Cadbury Dairy Milk (CDM), the flagship brand of Cadbury India, launched a new campaign, “Shubh Aarambh” today. This campaign is based on the concept of the Indian tradition of having something sweet before every auspicious occasion, with the belief that it leads to a favorable outcome. Over the years, CDM has been a special part of every Indian’s moments of happiness, joy and celebration.
This year, for the first time ever, CDM urges consumers to also enjoy their much loved chocolate before embarking on an important task, in anticipation of a successful outcome. Over the last six decades, CDM has always given its consumers numerous reasons to celebrate every joyous occasion. Its campaigns right from, “The real taste of life’ to ‘Kuch meetha ho jaye’ have been instrumental in bringing CDM closer to the heart of every Indian chocolate aficionado. With the more recent “Pappu pass ho gaya” and “Miss Palampur” campaigns, CDM created a special space for itself during moments of celebration amongst large communities.
The latest “Payday” campaign gave CDM lovers another moment of happiness that life has to offer. This year, “Shubh Aarambh” extends within the “Kuch Meetha Ho Jaye” space, urging consumers to enjoy a bar of CDM stating, “Koi bhi shubh kaam karne se pehle kuch meetha khalena chahiye. Kaam acha hota hai”. The new commercial opens with a young girl standing at a bus stop relishing a bar of CDM, as a young boy comes up to her and requests her for a cube of the chocolate. Astonished, the girl asks if she knows him, to which the he nods in negation.
To this, the girl nonchalantly then asks him for a reason for her to share her CDM. The boy then explains to the girl that his mother tells him that before starting anything auspicious, it is a must to have something sweet which then leads to success. The girl ponders over this, only to then reluctantly give him a cube of CDM. After the boy relishes the chocolate, the girl inquisitively questions him as to what auspicious work was he planning to do. To this, with eyes of hope, the boy promptly tells her that he was thinking of dropping her back home.
Amazed, the girl looks at him, and the boy smiles sweetly at her. The film closes with the coy girl blushing and the boy smiling having silently understood her reciprocation. The VO then states, “Shubh Aarambh. Kuch Meetha Ho Jaye”. Enjoy your post dinner ‘meetha’ moments with Cadbury Dairy Milk Mumbai, March 15, 2011: Do you crave to have something meetha post dinner? Have you ever thought of having your favorite Cadbury Dairy Milk (CDM) as meetha? CDM the flagship brand of Cadbury India, recently launched a new campaign based on the custom of consuming meetha post dinner.
Over the years, CDM has been a special part of every Indian’s moments of happiness, joy and celebration. This year, with the message of “khane ke baad, meethe mein kuch meetha ho jaye” CDM urges consumers to also enjoy their much loved chocolate as post dinner meetha. The habit of seeking meetha post a family dinner, not only provides a physiological satiation, but also enhances the sweet, family bonding moments. CDM envisions occupying this space in the heart of an Indian household through this campaign.
Comprising a series of 4 sequel ads, the campaign intends to beautifully communicate the role of CDM as the perfect option for “post dinner meetha moments”. In addition to a strong four week presence across channels, this film will also be heavily visible on Cricket’s biggest extravaganza the “ICC World Cup”. The campaign will further step up the brand presence with the launch of the next three films in a phased out manner for IPL 2011. Ogilvy & Mather Advertising has created the new commercial. It will be supported by a 360 campaign to intensify engagement with consumers through media like radio, print and outdoor.