delightful combination of milk chocolate and white chocolate. Giving consumers anexciting reason to keep coming back into the fun filled world of Cadbury. Our Journey:
Cadbury Dairy Milk has been the market leader in the chocolate category for years. Andhas participated and been a part of every Indian's moments of happiness, joy andcelebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indianchocolate market.In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealedto the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'.The 'Real Taste of Life' campaign had many memorable executions, which people stillfondly remember. However, the one with the "girl dancing on the cricket field" hasremained etched in everyone's memory, as the most spontaneous & un-inhibitedexpression of happiness.This campaign went on to be awarded 'The Campaign of the Century', in India at theAbby (Ad Club, Mumbai) awards.In the late 90's, to further expand the category, the focus shifted towards wideningchocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka37
Bahana Chahiye' campaign. This campaign built social acceptance for chocolateconsumption amongst adults, by showcasing collective and shared moments.More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of streetlanguage. It has been adopted by consumers and today is used extensively to express joyin a moment of achievement / success.The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'.The idea...
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