Cadbury Dairy Milk is celebrating its 70th year in India, by announcing its new campaign titled ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’. The campaign has been crafted and conceptualised on its iconic positioning ‘Kuch Meetha Ho Jaaye’ by Ogilvy.
Cadbury Dairy Milk’s new campaign aims to celebrate generosity and build on their positioning of ‘Kuch Meetha Ho Jaaye’.
Watch the new ad here:
On the occasion of the launch of the new campaign, Anil Viswanathan, Director - Marketing (Chocolates), Mondelez India said, “100 years ago, Cadbury Dairy Milk did not even exist in India. But for many years now, Cadbury Dairy Milk has represented a plethora of emotions. So we want to continue our journey and get many people on the bandwagon.”
The new campaign ‘Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’, 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 – the people that embody the Cadbury Dairy Milk spirit with little acts of kindness that bring people closer together”, Viswanathan added.
Talking about new campaign, Nitin Saini, Associate Director, Chocolate Equity, India and South-East Asia Mondelez International, said that the brand went to its history and roots for this one.
“Cadbury is a brand that was founded on the principles of goodness and generosity. We looked at where the brand has been at its best. This was a work that happened at a global level and we had representation from many markets. India had a very strong representation because it is a strong market for the brand. Generosity or goodness came across as a big quotient from this exercise. With the increasing amount of indifference in the world, we decided to shine light on the small acts of generosities and goodness,” said Saini.
This new campaign fronted by a new TVC will be further amplified through digital & social activations, PR and innovative outdoor activations.
CCO of Ogilvy India, Sukesh Nayak said, "This film launches the new positioning of Cadbury. It is a beautiful story that lands generosity. Something that I feel the world needs a lot these days. This story is a moment captured on a regular day between two brothers, told with a simple human charm, straight from the heart. It doesn't stop at this. There is a whole lot planned to bring alive this thought. Digital, on-ground, experiential. Cadbury attempts to bring forth the inherent goodness in people, capturing the spirit in a way that only Cadbury can.”
Cadbury has demonstrated history of making heart touching emotional advertisements.
Let's watch some of them here.
Cadbury Dairy Milk #BadhtiDosti
Cadbury Dairy Milk - New Year 2016
Cadbury Dairy Milk - The Last Piece
Cadbury Dairy Milk New TVC - Dil Jo Keh Raha Hai Suno
Lastly, who can forget this famous ad?