Cadbury Chocolate
Cadbury Dairy Milk
Background:
Cadbury dominates the chocolate market in India with a 70% share of the market.
Cadbury Dairy Milk is its largest chocolate brand which accounts fro a third of every chocolate bar consumed.
The Task:
In 2005 the task before Cadbury Dairy Milk was to increase its consumer franchise.
The Strategy: * The task was to get the youth audience to adopt Cadbury Dairy Milk in the sweet eating or " muh meetha karna" moments * The campaign of " Jab Pappu Pass Ho jaye, Kuch Meetha Ho jaye" captured the thought of celebrating a moment of delight with Dairy Milk * A campaign was built around the idea of how "pappu" celebrated passing his exams with Dairy Milk
The Media: * A multi-media campaign was launched on TV, Internet, Radio and Outdoor * The key was how do own the moment of " pappu passing his exams" in the media space * An innovative tie -up with Reliance webworld was executed, wherein students across 66 examination boards across the company could access their results on Rworld through their Reliance mobiles. If they passed a message congratulating them on their moment of delight from Dairy Milk was displayed
The Results:
The activity contacted 20 MN students across the country and was awarded a Bronze Lion at the Cannes Media awards in 2005 Beverage boost Malted beverages are growing at about 20 per cent now, unlike seven years ago when their growth rates were on the slide.. |
Healthy growth (In file pic above) Darsheel Safary of Taare Zameen Par fame in a promotional campaign for Horlicks
Debabrata Das
Roudra Bhattacharya
Which is harder, getting your child to drink milk or do maths? The answer is that it depends on how you flavour both. Just as a good teacher can make maths interesting, a good flavour can sell a million tonnes of malted/milk-based beverages.
This is important because the market for these beverages has taken off, and is currently growing at about 20 per cent a
Background:
Cadbury dominates the chocolate market in India with a 70% share of the market.
Cadbury Dairy Milk is its largest chocolate brand which accounts fro a third of every chocolate bar consumed.
The Task:
In 2005 the task before Cadbury Dairy Milk was to increase its consumer franchise.
The Strategy: * The task was to get the youth audience to adopt Cadbury Dairy Milk in the sweet eating or " muh meetha karna" moments * The campaign of " Jab Pappu Pass Ho jaye, Kuch Meetha Ho jaye" captured the thought of celebrating a moment of delight with Dairy Milk * A campaign was built around the idea of how "pappu" celebrated passing his exams with Dairy Milk
The Media: * A multi-media campaign was launched on TV, Internet, Radio and Outdoor * The key was how do own the moment of " pappu passing his exams" in the media space * An innovative tie -up with Reliance webworld was executed, wherein students across 66 examination boards across the company could access their results on Rworld through their Reliance mobiles. If they passed a message congratulating them on their moment of delight from Dairy Milk was displayed
The Results:
The activity contacted 20 MN students across the country and was awarded a Bronze Lion at the Cannes Media awards in 2005 Beverage boost Malted beverages are growing at about 20 per cent now, unlike seven years ago when their growth rates were on the slide.. |
Healthy growth (In file pic above) Darsheel Safary of Taare Zameen Par fame in a promotional campaign for Horlicks
Debabrata Das
Roudra Bhattacharya
Which is harder, getting your child to drink milk or do maths? The answer is that it depends on how you flavour both. Just as a good teacher can make maths interesting, a good flavour can sell a million tonnes of malted/milk-based beverages.
This is important because the market for these beverages has taken off, and is currently growing at about 20 per cent a