cdb shubh arambh
TRANSCRIPT
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Cadburys Dairy Milk:Cadburys Dairy Milk:
A journey across yearsA journey across years
Cadbury¶sCadbury¶s DairyDairy Milk Milk (CDM)(CDM) hashas hadhad anan amazingamazing
journeyjourney inin India,India, andand isis anan excellentexcellent exampleexample of of howhow aa
brandbrand cancan becomebecome aa successsuccess story,story, gaininggaining extensiveextensive
marketmarket sharesshares (it(it isis closeclose toto 7070%% rightright nownow withwith allall
extensions,extensions, 3030%% alone)alone) andand becomebecome almostalmost aa genericgenericnamename for for chocolateschocolates inin IndiaIndia.
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F ocus was on expanding the market pie simultaneously with its share in it
This ad firmly established an awareness
for CDM in the country. It brought together
cricket, youth and a simple but catchy music
in a fine blend. But that is not the most
important aspect of the ad.
The most important aspect was the
projected audience of the ad, the TG being
targeted.
The TG was No Longer limited to kids. It
was about every age group of life, from kids
to adults.
The campaign positioned Cadbury to be
seen associated with the special quality
that all of us possess and are particularly
proud of (kuch khaas hai ham sabhi mein)
Phase 1:
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Cadbury wanted to increase the
number of occasions for chocolate
consumption. They realized that CDM
might be an impulse buy, but it was
not an impulse consumption.
When the impulse buy to impulse
consumption transition takes place,
the frequency as well as quantity of
purchase goes up.
Hence, they did the simplest thing that
can be done to do so.
The reasons too were such that they
actually indicated that almost any
reason suffices for CDM consumption.
Phase 2:
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Chocolate consumption is always seen as an
act of indulgence and self-pampering by theindividual. Hence, Cadbury hit upon the idea of
associating CDM with happiness.
This was followed up by positioning CDM as
the means to celebrate happiness in both smalland big things in life. The foundation was laid
about CDM being the celebration mode, using
the famous pappu paas ho gaya campaign
with Amitabh Bacchan.
This was the first connect to CDM being
usable as sweets (it was presented as
substitute to sweets, but the subtlety of the
same was well handled)
Phase 3:
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Phase 4: Shubh Aarambh Campaign !
Cashing in on occasions of sweet consumption, such as beginning
new endeavors (shubh aarambh ), CDM has put itself as a
possible replacement for sweet (and a delightful one at that). Thecampaign sticks to the original backdrop of simple things in life
that bring a smile to face.
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Understanding the Advertisement
Shubh Aarambh
Shot in Pondicherry, the Bus Stop TVC, In the TVC, the
conventional practice of eating something sweet prior to executing a
good deed has been merged into the modern context - with a
contemporary twist.
The commercial opens with a scene at a local bus stop, where a
teenage girl is devouring a Cadbury Dairy Milk while waiting for the
bus. A humble looking, equally young boy asks her for a bite.
When she refuses, attributing her behavior to the fact that he is a
mere stranger, he goes on to explain how his mother advocates sweet
consumption before doing something noble. Drawn into this
explanation, the girl obliges and hands him a piece of her chocolate.
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Curiosity gets the better of her and she asks him what the
good deed is, to which he replies that he is about to drop her
home. The scene closes on two blushing teenagers.
The Bus Stop TVC is an innocently devious story with a
charming tonality. It features today's version of Amol Palekar
from the '70s,"
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The advertisement targets consumers in the age group of 15-35 years, has
been retained from the previous campaign ('Aaj Pehli Tareekh Hain)
The advertisement is aimed at consumers across SECs and is supposed to
have a balanced appeal across all tiers.
The Advertisement 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 favorable outcome.
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.
Advertising Objective
Target Audience
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The media mix for this campaign includes television,
radio, digital, outdoor and print. The campaign also
includes significant point of purchase (POP) activities.
The creative brief was to deliver the culture of sweet
consumption - that leads to auspicious beginnings - in a
manner that is not traditional
Media Strategy
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