Integrated Marketing Communication

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IMC PROJECT
Group 2
Cadbury Dairy Milk
Cadbury Dairy Milk

Submitted by:
Swarna Renu (11EX-051)
Udit Vikram Singh (11EX-052)
Umacharan (11EX-053)
Utkal Garg (11EX-054)
Varenya Maheshwari (11EX-055)
Submitted by:
Swarna Renu (11EX-051)
Udit Vikram Singh (11EX-052)
Umacharan (11EX-053)
Utkal Garg (11EX-054)
Varenya Maheshwari (11EX-055)

Section-1: Brand campaign descriptors
Brand Name- Cadbury Dairy Milk
Campaign Name- “Shubh Aarambh”
Cadbury Dairy Milk: An India Story
Cadbury Dairy Milk has enjoyed a long and celebrated history of consumption in India. With about 30% share of the Indian branded chocolate market currently, it is by far the most popular brand in the country. Dairy Milk has also been a sustained advertiser, churning out new campaigns year after year and spending generously on the choicest of media spots. Dairy Milk TV campaigns were always about celebrating life. It was about 5-6 years back that the chocolate maker started to follow a noticeable trend in its targeting. What started off as a message that encouraged people to celebrate the small joys of life ('Dil Ko Jab Khushi Chhoo Jaye, Kuch Meetha Ho Jaye') and moved on to the celebrating overt occasions ('Pappu Pass Ho Gaya') has, for the past four years, been about occasion-led celebration. However, the core target group, consumers in the age group of 15-35 years, has been retained from the previous campaign ('Aaj Pehli Tareekh Hain') that was launched about a year ago. Cadbury Dairy Milk (CDM) and Ogilvy & Mather have launched its new ad campaign under the broad umbrella of 'Kuch Meetha Ho Jaye'-“Shubh Aarambh” (meaning Auspicious Beginning), which is driven by an effort to refresh the take on 'Kuch Meetha Ho Jaye'. Specifically, there is a shift from the notion of celebrating happy occasions with chocolate to the concept of anticipating the occurrence of something good after consuming the chocolate. The campaign is based on the concept of the Indian tradition of having something sweet before every auspicious occasion, with the belief that it leads to a favourable outcome. Advertising Agencies associated with “Shubh Aarambh” Campaign Advertisement Company: Ogilvy & Mather

Creative team:
National Creative Director: Abhijit Avasthi
Copy:
Creative Director: Manoj Shetty
Senior Copywriter: Mihir Dhairyawan
Art:
Senior Creative Director: Vijay Sawant
Creative Controller: Sameer Thakor
Planning team:
Country Head - Discovery and Planning: Madhukar Sabnavis
President: Kawal Shoor
Planning Director: Ganapathy Balagopalan
Production House: Foot Candles Film Pvt. Ltd
Director: Vinil Mathew
“Shubh Aarambh” Campaign: Communication & Positioning The Shubh Aarambh campaign reinforces the occasion based positioning of Dairy Milk. The brand has been trying to position itself as a symbol of enjoyment and celebrations. Indians have the tradition of sharing sweets on auspicious occasions and when one initiates a venture/activity. Whether the activity is small like writing an exam or huge like starting a company, sharing of sweets is an integral part of the event. The belief is that good things happen when one starts a venture on a positive note (like sharing sweets). Dairy Milk very cleverly captured this tradition and incorporated into its brand story. The new campaign takes the brand to the center of this tradition linking Dairy Milk to Sweet and Auspicious Beginning. Shubh Aarambh has given the brand a broad playing ground. In my opinion, the brand has hit upon a great Big Idea. The concept is very much Indian and offers huge opportunity for creative to weave great stories for the brand. The concept also gels with the brand's tagline “Kuchch Meetha Ho Jaye ". The launch campaign is targeted at younger generation and hence the brand added a little humor and twist into the campaign. Shubh Aarambh is a great idea for this great brand. The campaign taps on India’s age-old...
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