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Ogilvy creates more ‘Shubh aarambh’ occasions for Cadbury

The chocolate brand’s association with ‘Shubh aarambh’ in 2010 has helped it move to the next level riding on the ‘meetha’ quotient

BestMediaInfo Bureau | Delhi | May 10, 2012

When we hear someone say ‘Kuch meetha ho jaaye’, Cadbury Dairy Milk inevitably comes to the mind. The popular “Kuch Meetha Ho Jaaye” campaign by Ogilvy & Mather has helped Cadbury Dairy Milk sweetly transform into a ‘meetha’ positioning.

Associating with ‘Shubh aarambh’ in 2010 has helped the chocolate brand move to the next level – from accompaniment for occasions when we celebrate happiness to something we like to consume in anticipation of happiness (‘prelude’ versus ‘conclude’).

So, inevitably, ‘Shubh aarambh’ is back – with two powerful ‘Shubh aarambh’ occasions that deserve a ‘meetha’ start. In India, having “something sweet (meetha) before starting or doing anything new is considered auspicious” and suggests that “the outcome will be good”. The power of ‘Shubh aarambh’ is evident from the rousing reception it got from consumers.

The first film, titled ‘Child’s Play’, is about the happiest moment for a family. What can be more special than the ‘Shubh aarambh’ moment when the soon-to-be-mother shares the happy news for the first time? The film recognises this precise moment as the beginning of life itself – with a Cadbury Dairy Milk twist and is fittingly called Child’s play to encapsulate that magical moment when a woman and man will become mother and father. The second film is titled ‘Hostel’. Targeted at the college-going youth, the film’s genesis is a simple one: the start of college life which really is a new beginning, a chance for new friendships and befriending tough seniors out to make their life difficult for a freshman in college. The fresher wins his tough seniors over with a bar of Cadbury Dairy Milk!

Speaking on the new campaign, Abhijit Avasthi, National Creative Director, Ogilvy India, said, “The ‘Shubh aarambh’ campaign was a blockbuster by any measure. Not only did it strengthen the ‘meetha’ equity for Cadbury Dairy Milk, it also transformed behaviour of people eating the chocolate on such occasions. We thought it would be prudent to continue with the idea rather than find yet another cut on meetha. The two new situations are extremely endearing. Depending on the life-stage a viewer is in, I think they will give leave him/her with a sense of déjà vu."

“Like with all previous campaigns for Cadbury Dairy Milk, we believe people will readily relate to this campaign, too, since it evokes a feeling of happiness and joy, and brings a smile on your face. Most important, we believe it places Cadbury Dairy Milk at the heart of meetha, by making it ‘shubh’,” elaborated Avasthi.

The TVCs:




Creative Team: Abhijit Avasthi (NCD) Group Creative Director: Manoj Shetty, Vijay Sawant Client Servicing: Sonali Sehgal, Bhavna Thakur Planning: Kawal Shoor, Ganapathy Balagopalan


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