| Cadbury
Dairy Milk
Background:
 Cadbury
dominates the chocolate market in India
with a 70% share of the market.
Cadbury
Dairy Milk is its largest
chocolate brand which accounts fro a
third of every chocolate bar consumed.
The Task:
In 2005 the task before Cadbury
Dairy Milk was to increase
its consumer franchise.
The Strategy:
- The task was to get the youth audience
to adopt Cadbury Dairy Milk in the
sweet eating or " muh meetha
karna" moments
- The campaign of " Jab Pappu
Pass Ho jaye, Kuch Meetha Ho jaye"
captured the thought of celebrating
a moment of delight with Dairy Milk
- A campaign was built around the
idea of how "pappu" celebrated
passing his exams with Dairy Milk
The Media:
- A multi-media campaign was launched
on TV, Internet, Radio and Outdoor
- The key was how do own the moment
of " pappu passing his exams"
in the media space
- An innovative tie -up with Reliance
webworld was executed, wherein students
across 66 examination boards across
the company could access their results
on Rworld through their Reliance mobiles.
If they passed a message congratulating
them on their moment of delight from
Dairy Milk was displayed
The Results:
 The
activity contacted 20 MN students across
the country and was awarded a Bronze
Lion at the Cannes Media awards in 2005
|
