Cadbury Dairy Milk

Topics: Chocolate, Cadbury plc, Cadbury Dairy Milk Pages: 3 (1077 words) Published: July 9, 2013
Cadbury Dairy Milk

Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness. A moment of pure magic! Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers across India, the word Cadbury has become synonymous with chocolate. CDM remains at the top of the Indian chocolate market not only because of its most delicious, best tasting chocolate but also because of its memorable communication. Our Advertising:

In the early days, the brand had a huge fan following among kids. In order to build stronger appeal among older age groups, the brand re-positioned itself through the classic ‘Real Taste of Life’ campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up and very soon, both teenagers and adults, were hooked on to this bar of pure magic. With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more accessible for the masses. The ensuing positioning of ‘Khaane Waalon ko khaane ka Bahana Chhayie’ made consumption into a joyful, social occasion. In 2004, the `Kuch Meetha Ho Jaaye’ campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets (Mithai). With Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a huge success. People could relate to the commercials that were aired to promote Cadbury Dairy Milk. How many can forget the `Pappu Pass Ho Gaya’ commercial? The country cheered on as Pappu fell in love in the Pappu Love Test commercial. Then came`Miss Palampur’ and the country celebrated the beauty pageant with a difference. The`Kenya’ commercial that was aired in 2008 celebrated the spirit of cricket and that of true sportsmanship. In 2009, we aired another commercial under the `Kuch Meetha Ho Jaaye’ platform, called the `Pay Day’...
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