Mumbai, January 27, 2009:
Cadbury India Ltd. recently announced the launch of Cadbury Dairy Milk Silk its
premium offering under the Cadbury Dairy Milk brand (CDM). Smoother, creamier
and chunkier the new CDM Silk chocolate has been formulated to provide superior
‘eat’ experience.
Developed specially for the Indian consumer, the new CDM Silk
- New CDM Silk is creamier, smoother and tastier and melts in the mouth more easier
than ever before
- Its bigger, chunkier and curvier cubes pack more taste and pleasure in
every bite
- CDM Silk is available in 3 variants - Milk chocolate, Roast Almond and Fruit
& Nut
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provides the most divine ‘Melt in the Mouth’ feel. CDM Silk is finer than the finest
chocolates and comes in a premium, internationally developed packaging. Attractively
priced at Rs. 49 for 69 gms and Rs. 99 for 160 gms bar the new CDM Silk will be
available in Milk chocolate, Roast Almond and Fruit & Nut variants.
Since its launch in 1948, CDM has been Cadbury’s flagship brand in India. CDM is
the gold standard for chocolates and stands for the best tasting chocolate amongst
all consumers. Over the years, CDM has successfully built a unique relationship
with consumers across age groups.
Sanjay Purohit, Executive Director - Marketing, Cadbury India Ltd. commenting on
the launch, said, “Our newest offering, CDM Silk has been specially formulated to
cater to the Indian consumers craving for smoother, creamier and finer chocolate
available internationally. Infact, the initial consumer feedback during the test
marketing has been very encouraging and many perceive CDM Silk to be superior to
other international chocolate brands available in the country.”
CDM Silk will be promoted extensively through a 3600 campaign created by Ogilvy
& Mather Advertising. The marketing communication will encompass TV, print,
outdoor and internet.
Notes to the editor:
- The chocolate market in India is estimated at Rs. 2000 crores
- Cadbury India is the market leader with over 70% market share in the chocolate segment
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