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Tag: Cadbury Dairy Milk

  • The key objective of the campaign was to up-trade the Cadbury Dairy Milk consumer to a larger pack

    Posterscope executes disruptive campaign for Cadbury

    By A Correspondent

     

    Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, has rolled out a OOH campaign to announce the launch of Mondelez’s latest variant, the Cadbury Maha Pack.

     

    The key objective of the campaign was to up-trade the Cadbury Dairy Milk consumer to a larger pack. The brand is targeted at male and female consumers aged 13-24, Sec A and B. Building on the brief, Posterscope India crafted a campaign that resulted in a media mix delivering both impact and reach. It cumulatively had a delivered mix of billboard, unipole, gantry, pillars, train stations, metro train and bus shelters across top 15 cities, covering more than 300 touchpoints and 500 plus media units.

     

    In addition to using the traditional OOH media formats, Posterscope India took the out of home communication to another level by creating a larger-than-life Cadbury Dairy Milk held together by two sumo’s on a truck. The 22ft truck carried huge cut in the peak traffic hours of Mumbai across the length and breadth to create buzz both online and offline. This was an absolute eye catcher for the travellers in the peak hours, creating the required impact and buzz for the brand.

     

    The one-of-its-kind innovation in the out of home space was motivated by the watchwords preached by the brand itself that said – “Your favourite chocolate just got bigger!” With the hashtag #Mahapack following it, to grab the maximum amount of eyeballs on twitter.

     

    Haresh Nayak

    Commenting on the campaign, Haresh Nayak, Regional Director, Posterscope APAC says, “This was a one of its kind disruptive advertising created by posterscope. Not only did the team go ahead and create a new media option for the brand but we also created multiple innovation highlighting the core essence of the product. The media strategy was aligned to ensure that the campaign matches the means of communication in the out-of-home space, within the consumer ecosystem.”

     

  • Mondelez India launched Cadbury Dairy Milk Marvellous Creations in Mumbai on Tuesday

    Mondelez launches ‘Marvellous Creation’

    By A Correspondent

     

    Mondelez India announced the launch of Cadbury Dairy Milk Marvellous Creations in Mumbai on Tuesday. It will be available in two flavours, Jelly Popping Candy and Cookie Nut Crunch, and will be manufactured at the company’s new manufacturing facility in Andhra Pradesh.

     

    Speaking on the launch, Prashant Peres, Director – Marketing (Chocolates) at Mondelez, said, “The product combines exciting inclusions like gems, jelly and popping candy in an indulgent bar of milk chocolate that literally explodes in your mouth with every unpredictably delicious bite.”

     

    The launch will be supported by a 360-degree communication campaign, that includes a new TVC, as well as outdoor and digital campaigns targeting the brands core target audience – ‘Framilies’ (Friends + Families). On-ground activations and a Cadbury Dairy Milk Marvellous Creations busare also a part of the campaign.

     

    As has been the trend in the recent past, the product will be available in select cities via etailer Amazon starting August 10. It will be available in brick-and-mortar stores from mid-August.

     

  • Cadbury Dairy Milk Silk is going all out to encourage consumers to "Say it with Silk" and indulge in the experience

    Cadbury rolls out integrated campaign ‘Say It With Silk’

    By A Correspondent

     

    Cadbury Dairy Milk Silkrecently launched a new thematic TVC, encapsulating the brand’s signature romantic nostalgia – “Kiss me…close your eyes”. The film showcases two young puppeteers craving so much for Cadbury Dairy Milk Silk, that they indulge while in the midst of a performance, thus highlighting yet another ‘Silk’ story of Cadbury Dairy Milk Silk.

     

    The launch of the new Thematic TVC comes in at the time when the brand is going all out to amplify joy on Valentine’s Day, with the ‘Say It With Silk’ campaign. Taking cognizance of how well Cadbury Dairy Milk Silk’s features resonates with special occasions, the brand had launched the ‘Say It With Silk’ campaign last year. This Valentine’s Day, the campaign being bigger, better and more engaging, the brand has introduced a 360-degree integrated campaign, that includes a special TVC, digital & outdoor activations, exciting on-ground & in-store activation and POB visibility.

     

    Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, “Cadbury Dairy Milk Silk is one of our most successful chocolate innovations and has played a lead in the premium segment. We believe Cadbury Dairy Milk Silk offers consumers a great ‘indulgent’ eat experience and thus our campaign is around how it is impossible to resist a Silk. While the product promise of softer, smoother and silkier chocolate is well entrenched with the consumers, in the new thematic TVC, the brand goes a step further and showcases the Silk lovers’ experience with a bar of Cadbury Dairy Milk Silk, in a cute and light-hearted set-up.”

     

    Zenobia Pithawalla, Executive Creative Director, Ogilvy and Mather, said, “The task was to show – when you want to have a Cadbury Dairy Milk Silk, you’ve got to have it. To bring this craving alive we used puppets. The film is about two young puppeteers who crave so much for the chocolate, that they devour it while they are in the midst of a performance. The puppet show going haywire says it all. You can’t resist a Silk craving.”

     

    ‘Personalization’ is one of the key highlights of the ‘Say It With Silk’ campaign. Be it the innovative Limited Edition Packs or the series of digital activations and engagements, Cadbury Dairy Milk Silk is going all out to encourage consumers to “Say it with Silk” and indulge in the experience. Some of these include short Silk Videos, personalized greeting videos, personalized play lists in association with a music portal, digital and social media contests, Dubsmash contests, personalized fairy tale romance books and presence on popular event/ ticketing sites as sponsors, relaying the brand messaging.

     

  • The story of Cadbury Dairy Milk's advertising from 'The Real Taste of Life' to 'Kuch Meetha Ho Jaaye'

    Kuch Chocolate Ho Jaaye!

     

    By Ravi Balakrishnan

     

    THE PAST

    Piyush Pandey, chairman and creative director, O&M South Asia has a challenge for all ad strategists: “I would like the best planner to write me a strategy document on the target audience for a laddu. I believe the target audience for a chocolate or a laddu is every human being with an urge for a moment of joy.” And that’s the core group for Cadbury Dairy Milk at least over the last 20 years, through which it’s moved from a product aimed at children to one that reaches out to everyone.

     

    Prior to 1994’s ‘The Real Taste of Life’ campaign, Cadbury Dairy Milk aka CDM aka “Cadbury” , the generic word for chocolate in large parts of the country, was already a well recognised brand. Early commercials saw indulgent parents bestow CDM on kids after trips out of town or for the tots lacing their own boots unassisted.

     

    Around the late 80s, the pressure of stagnation set in. Cadbury’s India realised it needed to widen its base. There were adults who ate chocolate but in a furtive manner, guilty about such a childish indulgence. Cadbury and Ogilvy made tentative attempts at reaching out: a film from the late 80s showed a father wolfing down a bar of chocolate under the pretext of telling his children a story. But the brand remained reluctant to make a clean break from its primary target audience.

     

    In 1993, the account went up for a pitch, sending panic through O&M. Mr Pandey, then on a vacation in Hawaii, rushed back to India. While miffed at having to cut short a long awaited break, he had an idea for a new direction: “One of our relatives who’d just had a bypass drove 150 km to pick us from the airport.

     

    While talking to him, we found he’d been on a ride at Disney which was specifically forbidden to people with heart conditions. He said ‘I wanted to check if the doctor had done a good job.’ I thought that was a great mindset.”

     

    Further inspiration hit Mr Pandey at a toy store in San Francisco filled with signs that said ‘By order of the management, you are obliged to play’. He spied an elderly couple crawling out from beneath a table in hot pursuit of a toy. Says Mr Pandey, “I wrote the jingle to ‘The Real Taste of Life’ on the back of a boarding pass.”

     

    The ad was presented and the account retained. Mr Pandey recalls, “Rajeev Bakshi who was on the brand at the time decided not to research it. He said, ‘Let’s make it first and research it later.’”

     

    The first film was a montage featuring several of O&M’s staffers at the time among others since the agency wanted people who looked “real” as opposed to models. Next up was the iconic cricket commercial featuring first time model Shimona breaking out into a spontaneous jig at a match. It’s an ad that Mr Pandey claims still gets applause even when played to an audience too young to have seen it the first time around.

     

    Says Siddharth Mukherjee, director – chocolate category & media, Mondelez India, “The ads very consciously showed adults consuming the chocolate in a very public setting. It was the first major leap forward to make the category acceptable for adult consumption.”

     

    Distribution was expanded and smaller packs introduced at more affordable prices. Mr Mukherjee says, “It led to 20% plus growth for 3 to 4 straight years. The category doubled in size.” The campaign continued with several variations, the most significant of which was ‘Khaane Waalon Ko Khaane Ka Bahana Chahiye’ featuring Cyrus Brocha distributing CDM at a wedding.

     

    Says Mr Mukherjee, “The challenge was to get a functional message across in what’s not a functional category.” There were also a couple of campaigns that died a quick death. Mr Pandey says, “We followed research which is a mistake I don’t make very often. People said they get perked up by a chocolate when they feel low. So we had two commercials about how to accept defeat with the line ‘saat rahe har pal’. We soon discovered that whatever people said in research, they didn’t want to see it on air.”

     

    In 2003, however, CDM itself was on the defensive after a controversy about worms in the chocolates gained traction. Celebrity spokesperson Amitabh Bachchan was roped in to give it a clean chit.

     

    Mr Pandey recalls, “Instead of arguing about who was right and wrong they looked at the brand and its responsibility. The speed at which they brought in new machinery on the back of a few stray incidents was testament to their belief in a relationship with consumers. The other great learning is when a consumer loves a brand, he gives it a chance and is forgiving.”

     

    It was a transitional time, with Cadbury dabbling with taglines like ‘Kush Hoon Khamaka’ (Happy for the heck of it) and a world cup special campaign called ‘Maza Aa Gaya’, none of which lasted. The time was right for a big change.

     

    THE PRESENT

    The current phase has been built around ‘Kuch Meetha Ho Jaaye’, marking a strategic shift for CDM. The brand tried to crack the larger market for sweets as far back as the late 1980s. Then in client servicing, Mr Pandey remembers going to Varanasi to research if Cadbury had a role in mithai; only to conclude it didn’t. But by 1999, the brand was starting to revisit the idea.

     

    Mr Mukherjee says, “Indians consume as much sweet as anyone else if not more. And meetha is such a strong part of tradition. Can we see the relevance of chocolate in occasions where people eat mithai?” The initial campaigns like ‘Pappu Paas Ho Gaya’ were about introducing CDM as a substitute for traditional sweets like pedas. This has been followed by ‘Pehli Tareek’ and ‘Shubh Aarambh’.

     

    Explaining the rationale, Mr Mukherjee says, “We are making the transition from once in a while celebratory occasions to more everyday events.” CDM has in the meantime worked out an exemplary collaboration between creative and media.

     

    Says Shekhar Banerjee, senior VP & head of Madison Media-Pinnacle, a division that works exclusively on Cadbury, “The core focus is actually about business goals led planning rather than media planning.” An early highlight was a tie up with Reliance and the education board in 2006 where people who sent an SMS inquiring after their exam results got the information and a branded message which said “Pappu paas ho gaya.Kuch meetha ho jaye.”

     

    Banerjee says with a laugh, “We made sure the message only reached people who had passed.” The agency has tied ‘Shubh Aarambh‘ with unlikely partners like jobsite naukri.com. Or placed ads immediately after a commercial for a car or bike, recommending people who buy something new also have a bar of CDM to mark a fresh start.

     

    ‘Kuch meetha ho jaaye’ has been taken to sweet shops in Kolkata convincing them to include variants of chocolate with traditional mishti. It calls for an evolved style of working. Says Banerjee, “We’d list the occasions for ‘Shubh Aarambh’ and which media maps best. Ogilvy’s Abhijit Avasthi and Manoj Shetty would immediately take those and come up with creatives on each of them. It would be impossible to pull off without creative and media working together.”

     

    So where does the latest campaign featuring a couple romancing in a snow fight fit into this? According to Mr Pandey, “When a brand is this big and it’s succeeding in expanding the market, it should not forget its larger role of greater joy. So parallel to the activities you do in terms of increasing consumption, there’s the aura of a leader, the larger picture.

     

    THE FUTURE

    Mr Mukherjee sees meetha holding fort for a while: “We think of what the marketing task is at hand and if the line needs to be changed to achieve that, so be it. But a timeless line like kuch meetha ho jaaye may just need to be modified or refreshed.”

     

    Marketing consultant Harish Bijoor believes the brand is the taste of India in chocolate pretty much like Amul is in butter. It’s a brand that’s received a high degree of creative inputs both from the agency and the management team. However it’s not immune to the challenge every leader faces: “Each new entrant pecks at your share. The first task is preserving share and the second remaining relevant to an adult audience.”

     

    Mr Bijoor opines that apart from the social sanctions against adults eating chocolates which are still in place, there’s the functional idea of chocolates being a sugar rich category and therefore not good for health. He says, “This problem cannot be tackled by advertising and only by other offerings that may or may not do equally well.”

     

    By playing in the meetha space, the brand has perhaps set itself up for a tough slog. “When you say thanda matlab Coca-Cola you are competing with seven brands of soft drink. But when you say kuch meetha ho jaaye you are competing with thousands of traditional sweets including regional favourites. It’s a good piece of strategy, but whether it’s effective is the question.”

     

    Source:The Economic Times
    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved
    Licensed to republish

     

  • The new campaign, devised by Ogilvy & Mather India urges the consumer to live from the heart

    Cadbury’s new TVC attempts to find ‘Joy in Snow’

    Cadbury Dairy Milk has been a part of the Indian collective consciousness for many years. In the years together, the brand and the consumer have both grown and evolved. Their relationship with each other has grown to a new level - in terms of fondness and intimacy. It is around such times that the brand can start talking beyond its functional, social or culturally contextualized role. Cadbury Dairy Milk has reached such a stage in its lifecycle with respect to the Indian audience, that it can be more nuanced in its communication and afford to get more personal with its audience.

     

    In this case the brand has chosen to make the consumer aware of the fact that life lies in the now; that joy resides in the act of letting go, and that one should live like no one’s watching. The new campaign, devised by Ogilvy & Mather India urges the consumer to live from the heart, and in essence, free the joy that is deep within all of us. The commercial is meant to dramatize the benefits of letting go and being your true self.

     

    The TV commercial shows a couple in a beautiful location on snowy mountains; despite the location being breath-taking in its beauty, the husband is almost insensitive to his surroundings and chooses to answer e-mails. The woman who is more in touch with her childlike inner self, provokes a snow fight with the man; the outcome of the fight is nothing short of pure joy. The film does an amazing job in illustrating how a little nudge in the right direction can actually help bring so much joy in one’s life and or open one’s life to pure joy.

     

    In the future, the brand aspires to be associated with ‘Joy’ in terms of philosophy as well as a product deliverable. Every move the brand makes will make movements in this direction. The good thing about this approach is that the brand already stands for the values it’s chosen to propagate.

     

  • Ogilvy & Mather Advertising, Mumbai, became the first Indian agency to win Gold at the IPA Effectiveness Awards in London, for the Cadbury Dairy Milk 'Kuch Meetha Ho Jaaye' campaign.

    Sweet win for O&M at IPA Effectiveness Awards

    By A Correspondent

     

    Ogilvy & Mather Advertising, Mumbai, became the first Indian agency to win Gold at the IPA Effectiveness Awards in London. The award was won for Cadbury Dairy Milk’s 7-year-long ‘Kuch Meetha Ho Jaaye’ campaign in India. Launched in 2005, this campaign has led to Cadbury Dairy Milk increasing its business manifold, and has also contributed to increased revenues and profits for the company, Cadbury India Limited. This case also won a special award for ‘Best Use of Insight’.

     

    The IPA, organiser of the IPA Effectiveness Awards, is the professional body for advertising, media and marketing communication agencies in the United Kingdom. Since their launch in the UK in 1980, the IPA Effectiveness Awards are recognized by agencies and clients as the industry’s most rigorous award scheme, because entrants have to prove their communications strategies have worked in hard business terms.

     

    The rigorous judging process includes each entry being judged by two panels before it is considered worthy of an award – an industry panel and a client panel. The Industry panel decides the shortlist (by making sure that each shortlisted paper fulfils the requirement of clearly demonstrating a return on marketing investment). The Client panel then attributes each shortlisted paper a Gold, Silver or Bronze Award and allocates the special prizes.

     

    The year 2012 has seen a total of 65 entries for the awards of which 35 entries made it to the shortlist. Ogilvy’s winning entry was India’s only shortlisted entry at the awards.

     

    Piyush Pandey, Executive Chairman & Creative Director, Ogilvy & Mather South Asia, and also the brain behind the ‘Kuch Meetha Ho Jaaye’ campaign, said, “I am totally delighted that we have won India’s first ever Gold at one of the most rigorous effectiveness awards in the world – the IPA. And that too for Cadbury. As I have always said in the past, great work comes out of great partnerships. A big salute to you, Cadbury India. And heartiest, heartiest congratulations to my young colleagues at Ogilvy & Mather, Mumbai.”

     

    Chandramouli Venkatesan, Director, India Snacking & AP Developing Markets – Chocolate Lead, said, “It is a matter of great pride that Cadbury Dairy Milk is the first ever gold winner from India. It is a testimony to the exceptional advertising the brand has done over a long time. Special kudos to our partners Ogilvy India for being such an outstanding brand steward.”

     

    Kawal Shoor, Head of Planning for Ogilvy Advertising Mumbai, and also co-author of the entry, was present at the gala ceremony held at the London Hilton Park Lane Hotel. Beaming with joy, he said, “This is unprecedented. Only time will tell what this means for us, and Indian advertising, but right now we’re over the moon. We have always loved and stood by our work, and knew it was world class, but to now get acknowledged as that, by arguably the most renowned and sceptical set of judges, ahead of other strong campaigns from around the world… across categories… Wow! And then to win another one for insights… perfect!”

     

    Navin Talreja, Head of Ogilvy & Mather – Mumbai, had said, “This is absolutely fantastic! We strongly believe that our wins happen only because of the faith that clients show in us, and are invariably a result of a process of co-creation with clients. Cadbury has been one such relationship that we have enjoyed for over 60 years.”

     

  • Continuing with its Shubh Aarambh campaigns, Cadbury is now focussing on Nayi Dosti ka Shubh aarambh with Friendship Day around the corner

    Cadbury’s ‘nayi dosti ka Subh aarambh’

    By A Correspondent

     

    Cadbury Dairy Milk celebrates the beginning of new friendships with its latest TVC – ‘Nayi Dosti Ka Shubh Aarambh’. The TVC showcases the first magical moments of a blossoming friendship between a young girl and boy on the sidelines of a wedding, an occasion that in itself connotes new relationships. The traditional setting, combined with the contemporary twist results in an easily relatable and youthful TVC which hit TV screens nationwide on July 21 and is expected to have a presence in over 70 television channels.

     

    To further strengthen the brand’s digital presence, the TVC was released online on YouTube and Facebook on July 13. The response in the first 6 days has seen close to 573,000 hits on YouTube and 10,600 likes on Facebook.

     

    Speaking on the campaign Chandramouli Venkatesan, Director, Snacking & Strategy, Cadbury India said: “Cadbury Dairy Milk encapsulates an enormous breadth of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. The latest TVC celebrates and honours another very important aspect of relationships- the start of a new friendship.”

     

    Abijit Avasthi, National Creative Director, Ogilvy India added: “The campaign is perfectly timed to coincide with Friendship Day on August 5. This is an exciting, action-packed time for youngsters since colleges re-open around this time and they get to meet new people and start new meaningful friendships that last a lifetime.”

     

    The TVC will be supported by a robust integrated marketing campaign, including on-ground activations in 80 colleges, creative print placements, interesting radio capsules in leading radio stations across many cities and outdoor, to urge people to make new friends and celebrate special “friendship moments”.

     

    The new commercial plays out at a traditional wedding ceremony. A teenage girl and boy exchange notes on how every family has a “dancing uncle/aunty” and an “allergy aunty/uncle”. They quickly realize that the two families have much more in common than they thought. When the girl excitedly asks, “Tumhaari family mein mere jaisa kaun hai?”, the boy smiles and replies “Main”. A piece of Cadbury Dairy Milk is exchanged to celebrate their new found friendship and the closing VO states “Nayi Dosti Ka Shubh Aarambh. Kuch Meetha Ho Jaaye.”

     

     

  • In my belief, that answer lies inside the marketing office of Cadbury India, the company that enjoys a 70 per cent market share in this category

    Anil Thakraney: How ads helped chocolates treble sales

    By Anil Thakraney

     

    Read an interesting story in The Times of India. It reported that chocolate consumption has trebled in India, not in the last 30 years, but in the last seven years alone! This is a huge rate of growth in any product category, and by any stretch of imagination.

     

    So, then what happened? Has India suddenly developed a sweet tooth? Can’t be that, because mithais and other sweetmeats have been part of our tradition and eating habits for centuries together. There must be another explanation. TOI’s story seems to link the growth in choc consumption to the rising income levels in this country. I find this link a bit tenuous. Because rising income usually translates into increased expenditure on consumer durables and other high ticket items, those that import some degree of status to a person’s life. How on earth does a bar of chocolate fit in this scenario? It’s a low cost impulse purchase product, much like all other sweets and snacks. So the answer lies elsewhere.

     

    In my belief, that answer lies inside the marketing office of Cadbury India, the company that enjoys a 70 per cent market share in this category. All those years and efforts the chocolate major has invested in expanding the market in India, to make their brands attractive to the adult segment, have paid off big-time. And Cadbury’s rivals have benefited in the process, too. This is the key reason behind the booming choc market.

     

    Some of you may not know this, but as recently as 20 years ago, chocolates used to be targetted only at kids, and this imagery of the product totally alienated the vast adult population. In the year 1992 if you dared to consume a Cadbury Dairy Milk bar in a public place, you ran the risk of being scoffed at for ‘shamelessly eating a bachchon ka product’. And in just twenty years the market has turned on its head.

     

    And this has been achieved by Cadbury purely on the power of advertising. It took some years, but the results are showing now, and how! The Cadbury commercials have won many awards over the years but their biggest victory has been that they turned the fortunes of the entire category. Cadbury India has shown the world the magic you can do when your strategy is innovative and when the creative work shines. The trebling of the choc market in India is the victory of advertising alone.

     

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    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=YI7Oq8y-jXA[/youtube]

    PS: This is why I am so looking forward to watching The Newsroom, the latest, hottest American TV serial. Am excited not just as a viewer, but also as a journalist. It’s high time the media looked at its own self. This is gonna be something else, going by this kickass capsule. Must watch.

     

  • This ad works for me. Because the brand arrives seamlessly into the story, it isn't forced. Also, the situation is very slice of life, many young people will identify with it

    Debrief: Cadbury Dairy Milk: Slice of sweetness

    By Anil Thakraney

     

    Cadbury Dairy Milk’s ‘sweet beginnings’ campaign introduces two more commercials.

     

    One involves a young girl who’s discovered she’s pregnant. And the other one features college ragging. I didn’t quite like the latter one (the chocolate is forced into the situation), so let’s just discuss the ‘pregnancy’ ad which I did like.

     

    The nervous girl finds out that she’s carrying. And is unsure of how to break this big news to her mate. So she rehearses the standard filmy lines in front of a mirror. But the man overhears her, and this leads to a sweet exchange between the two. And of course, Cadbury Dairy Milk happens as a natural extension.

     

    This ad works for me. Because the brand arrives seamlessly into the story, it isn’t forced. Also, the situation is very slice of life, many young people will identify with it.

     

    So this will strengthen empathy. But most importantly, the couple acts very naturally and convincingly (unlike the ‘ragging’ TVC), so full marks to the director.

     

    All in all, must say the ‘Shubh Aarambh’ campaign is progressing sweetly.

     

    Rating: (On a scale of 1 to 5): 3.5 Right situation. Good direction.