MUMBAI: Cadbury Dairy Milk recently completed 70 years in India and to celebrate the occasion, Mondelez has launched a new campaign for India’s favourite chocolate.
The company started its journey to define the taste of chocolate for India and Indians in 1948 with Cadbury Dairy Milk. Today, Mondelez India is a part of Mondelēz International, a world leader in biscuits, chocolate, gum, candy and powdered beverages. With products in four categories — chocolates, beverages, biscuits and candy — it is the undisputed chocolate category leader.
The campaign aims at celebrating the generous instinct in everyone and showcasing as to how such moments go on to strengthen human relationships. Through the generosity campaign, the brand in India now explores the theme of achhai (goodness), building on its strong proposition of ‘Kuchh Meetha Ho Jaaye’.
For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values such as family togetherness, to shared good feelings and collective joy. On the brand’s 70th year in India, the new ‘Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’ campaign, will aim to recapture the Cadbury Dairy Milk spirit, strengthen connections with consumers and shine a spotlight on people that go the extra mile for others.
Mondelez India director for marketing (chocolates) Anil Viswanathan says, “The generosity campaign has won many accolades in markets like the UK and Australia, and we hope to revive the spirit of generosity in India.”
One of its most successful and long-standing campaigns, ‘Kuch Meetha Ho Jaaye’ continues to enjoy consumer love and adulation and successfully ties in with everyday consumption occasions from post-dinner dessert, successful exam results to celebrating friendships. The new tagline will help build on the strong brand equity of the existing campaign.
Conceptualised and executed by Ogilvy India, the TVC features two brothers as the central characters where the younger brother is shown kneeling down in front of an empty Cadbury Dairy Milk wrapper and praying for the chocolate to reappear. The elder brother, out of the goodness in his heart, sacrifices his chocolate and replaces the empty wrapper with his own. The mother who has been a silent spectator so far figures out the elder kid’s generous act of giving up his own chocolate bar for his younger brother.
Ogilvy India CCO Sukesh Nayak mentions, “This film launches the new positioning of Cadbury. It's a beautiful story that lands generosity. Something that I feel the world needs a lot these days.”
Mondelez will undertake a 360 degree integrated marketing strategy which will include multiple touch points including television, digital, outdoor and e-commerce. The TVC went live on 10 July during FIFA world cup semi finals on Sony channel and reached over 100 million viewers. Mondelez will also advertise the product on over +80 channels in India. Additionally, the company has show sponsorships and integrations across HSM and regional channels.
Today, every brand wants to have a digital presence and Mondelez does not want to be left behind. The Cadbury manufacturer will hence invest heavily in digital. Although Viswanathan didn't give any marketing numbers, he mentioned that the campaign will have multiple touch points on digital including Hotstar, Voot, DailyHunt, InShorts, Airtel website, BookMyShow, among others.
While Cadbury Dairy Milk remains India’s favourite chocolate, the UK, USA, Australia, Canada and Malaysia are other strong markets for Mondelez. The company reported a net revenue of approximately $26 billion in 2017 internationally.
