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
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
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’
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’,
our aim is to introduce the thought of having a CDM as a post dinner meetha
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Cadbury Dairy Milk Shots
With a large section of Indians still choosing traditional sweets (Mithai)
over chocolates, an offering was required that would seed chocolate consumption
amongst non-users and help increase consumption frequency amongst fringe chocolate
users. Also, even at its lowest price point, Cadbury chocolate was still inaccessible
to majority of the rural population. Therefore, in an effort to upgrade the Candy
and Mithai eating consumers to chocolate, Cadbury launched CDM Shots
in 2008. An innovative format of sugar coated chocolate made to withstand the
rural temperature fluctuations.
Positioned as ‘chocolate laddoo’ and priced at Rs. 2 for 2 pieces, the
attempt was to introduce the product to consumers as the perfect value-for-money
accompaniment for their small celebratory occasions.
Multiple campaigns from the brand have established the name ‘Shots’ and
‘laddoo’ amongst kids, teens and adults. These chocolate laddoos
are the new affordable alternative to sweet.
Cadbury Dairy Milk Silk
Cadbury Dairy Milk has captured the heart of Indian consumers for over
six decades; but there was room for a more premium entrant in the category. And
enter CDM Silk. Most CDM lovers thought that nothing could taste
better, but CDM Silk came as a welcome surprise! It is creamier, smoother,
and tastier. Its dome shaped cubes pack more chocolate and hence provide a superior
Launched in January 2010, with a tantalizing taste that tempts the taste buds,
CDM Silk delivered an exquisite chocolate eating experience in the Indian
The advertising highlights the joy of savoring CDM Silk and builds on
its creamy and smooth experience that instantly melts in your mouth. This brand
promise was beautifully captured by the tagline `Have You Felt Silk Lately?’
The campaign comprised of three commercials which showcased different protagonists
indulging and savoring Cadbury Dairy Milk Silk chocolate, with innocence
and unabashed joy, unmindful of their surroundings.
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