cdb shubh arambh

8/7/2019 CDB Shubh Arambh

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Cadburys Dairy Milk:Cadburys Dairy Milk:

A journey across yearsA journey across years

Cadbury¶sCadbury¶s DairyDairy Milk Milk (CDM)(CDM) hashas hadhad anan amazingamazing

journeyjourney inin India,India, andand isis anan excellentexcellent exampleexample of of howhow aa

brandbrand cancan becomebecome aa successsuccess story,story, gaininggaining extensiveextensive

marketmarket sharesshares (it(it isis closeclose toto 7070%% rightright nownow withwith allall

extensions,extensions, 3030%% alone)alone) andand becomebecome almostalmost aa genericgenericnamename for for chocolateschocolates inin IndiaIndia.



F ocus was on expanding the market pie simultaneously with its share in it

This ad firmly established an awareness

for CDM in the country. It brought together

cricket, youth and a simple but catchy music

in a fine blend. But that is not the most

important aspect of the ad.

The most important aspect was the

projected audience of the ad, the TG being

targeted.

The TG was No Longer limited to kids. It

was about every age group of life, from kids

to adults.

The campaign positioned Cadbury to be

seen associated with the special quality

that all of us possess and are particularly

proud of (kuch khaas hai ham sabhi mein)

Phase 1:



Cadbury wanted to increase the

number of occasions for chocolate

consumption. They realized that CDM

might be an impulse buy, but it was

not an impulse consumption.

When the impulse buy to impulse

consumption transition takes place,

the frequency as well as quantity of

purchase goes up.

Hence, they did the simplest thing that

can be done to do so.

The reasons too were such that they

actually indicated that almost any

reason suffices for CDM consumption.

Phase 2:



Chocolate consumption is always seen as an

act of indulgence and self-pampering by theindividual. Hence, Cadbury hit upon the idea of

associating CDM with happiness.

This was followed up by positioning CDM as

the means to celebrate happiness in both smalland big things in life. The foundation was laid

about CDM being the celebration mode, using

the famous pappu paas ho gaya campaign

with Amitabh Bacchan.

This was the first connect to CDM being

usable as sweets (it was presented as

substitute to sweets, but the subtlety of the

same was well handled)

Phase 3:



Phase 4: Shubh Aarambh Campaign !

Cashing in on occasions of sweet consumption, such as beginning

new endeavors (shubh aarambh ), CDM has put itself as a

possible replacement for sweet (and a delightful one at that). Thecampaign sticks to the original backdrop of simple things in life

that bring a smile to face.



Understanding the Advertisement

Shubh Aarambh

Shot in Pondicherry, the Bus Stop TVC, In the TVC, the

conventional practice of eating something sweet prior to executing a

good deed has been merged into the modern context - with a

contemporary twist.

The commercial opens with a scene at a local bus stop, where a

teenage girl is devouring a Cadbury Dairy Milk while waiting for the

bus. A humble looking, equally young boy asks her for a bite.

When she refuses, attributing her behavior to the fact that he is a

mere stranger, he goes on to explain how his mother advocates sweet

consumption before doing something noble. Drawn into this

explanation, the girl obliges and hands him a piece of her chocolate.



Curiosity gets the better of her and she asks him what the

good deed is, to which he replies that he is about to drop her

home. The scene closes on two blushing teenagers.

The Bus Stop TVC is an innocently devious story with a

charming tonality. It features today's version of Amol Palekar

from the '70s,"



The advertisement targets consumers in the age group of 15-35 years, has

been retained from the previous campaign ('Aaj Pehli Tareekh Hain)

The advertisement is aimed at consumers across SECs and is supposed to

have a balanced appeal across all tiers.

The Advertisement 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.

Specifically, there is a shift from the notion of celebrating happy occasions

with chocolate to the concept of anticipating the occurrence of something

good after consuming the chocolate.

Advertising Objective

Target Audience



The media mix for this campaign includes television,

radio, digital, outdoor and print. The campaign also

includes significant point of purchase (POP) activities.

The creative brief was to deliver the culture of sweet

consumption - that leads to auspicious beginnings - in a

manner that is not traditional

Media Strategy

cdb shubh arambh

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