Cadbury Dairy Milk is the benchmark for quality in chocolates in India, loved across
all age groups, sometimes saying it better than words! A bar of pure delight, offering
the real taste of life, it appeals to all age-groups! All any chocolate aficionado
needs, is an excuse to bite into the Cadbury Dairy Milk square! As they say,
khanewalon ko khane ka bahana chahiye!
Marked by its higher milk content, Cadbury Dairy Milk was launched in India in 1984;
a progression of the Cadbury Milk chocolate bar initially brought to India in 1948.
In the next three years, Cadbury India launched variants of Cadbury Dairy Milk such
as Fruit & Nut, Crackle and Roast Almond.
The brand has won awards for several marketing and advertising campaigns - an Emvie
in 2010 for Best Integrated Campaign and an Effie Gold in 2011. It was one of the
first brands to be promoted on the mobile-phone platform with the hugely popular
Pappu pass ho gaya campaign.
Positioned in the early days as the brand that was as loving as a mother’s hug,
it grew into the brand that everyone loved, offering the real taste of life! In
recent years, it has become associated with auspicious beginnings (shubh
aarambh), celebrations (kuch mitha ho jaye, Pappu pass
ho gaya, cricket victory and Miss Palampur
beauty pageant) and the joy of pay-day!