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”.