Cadbury Dairy Milk is celebrating its 70th year in India through its latest campaign titled ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’. The campaign, an extension of the brand’s global communication stance, builds on its iconic positioning ‘Kuch Meetha Ho Jaaye’.
“100 years ago, this product did not even exist in this country. It came from the West and today it is synonymous with the category. So we want to continue with the journey and get more people on the bandwagon. In addition to us standing for the modern ‘meetha’ and ‘Kuch Meetha Ho Jaaye’, which is a very strong Indian story, we have also connected it globally,” said Anil Viswanathan, Director, Marketing (Chocolates), Mondelez India.
On the idea behind the campaign, Nitin Saini, Associate Director, Chocolate Equity, India and South-East Asia Mondelez International, said that the brand went to its history and roots for this one.
“Cadbury is a brand that was founded on the principles of goodness and generosity. We looked at where the brand has been at its best. This was a work that happened at a global level and we had representation from many markets. India had a very strong representation because it is a strong market for the brand. Generosity or goodness came across as a big quotient from this exercise. With the increasing amount of indifference in the world, we decided to shine light on the small acts of generosities and goodness,” said Saini.
The campaign, conceptualised by Ogilvy India, tells the story of two brothers. The younger brother is shown kneeling down in front of an empty Cadbury Dairy Milk wrapper and praying for the chocolate to reappear. The elder sibling is shown to be studying and observing his brother’s antics. After a lot of praying, when the younger opens his eyes we see that the empty wrapper has been replaced by a Dairy Milk. Overjoyed, the younger child goes up to his brother to show him the chocolate. As he bounds away, we are shown that the older child has sacrificed his own chocolate for his brother. The ad film celebrates such small acts of generosity.
Sukesh Nayak, CCO, Ogilvy India, said, "This film launches the new positioning of Cadbury. It's a beautiful story that lands generosity. Something that I feel the world needs a lot these days. This story is a moment captured on a regular day between two brothers, told with a simple human charm, straight from the heart. It doesn't stop at this. There is a whole lot planned to bring alive this thought. Digital, on-ground, experiential. It is Cadbury's attempt to bring forth the inherent goodness in people, capturing the spirit in a way that only Cadbury can.”
The brand has planned a 360-degree media campaign to promote the new positioning.
Viswanathan also spoke about how with the festive beginning, the brand will adapt the theme of generosity to all their communication.
“The theme of generosity is not just about this one campaign. We think it is a very interesting idea that we can hold on to. The festive is beginning and festivals are all about generosity. You just have to find your context and it could be done for Eid, Durga Puja, Diwali. This idea is going to be omnipresent across,” said Viswanathan.
Viswanathan spoke about how integral digital has become for the brand, especially since it allows the brand the ability of personalisation at scale.
“Definitely in 2018, we have seen a significant movement towards digital. The reason for that is capacity that been created through broadband and Jio and the increasing penetration of smartphones. This campaign aims to leverage that massively. We in fact launched the campaign on Sony Liv, an OTT platform. So, digital is definitely becoming an increasingly important medium for us primarily because most of our consumers are moving there. Television will continue to be a big reach driver for us but digital is becoming the second most important platform for us,” said Viswanathan.
Viswanathan also spoke about millennials and the need for purpose-driven communication as millennials today want to be associated with brands that stand for something.
“Millennials have always been one of the larger consuming segments of our category. They also kind of define what is aspirational. We aspire for millennial brands. So, using the millennial generation as a communication target allows the brand to be more aspirational. It fulfils the dual objective of appealing to our core consumer segment and keeping the brand at an aspirational level,” said Viswanathan.
Cadbury Dairy also forayed into the e-commerce segment with its association with Amazon and today, according to Viswanathan, their online share is larger than their offline share.
“E-commerce for us is growing rapidly. It is growing at a factor level and not at a percentage level. The category is still nascent, the behaviour of buying and gifting chocolate online is just starting in India and we want to be category creators. We have associated with all the key partners. We now have an online shop on Amazon and we allow for personalisation there. We also want to drive basket penetration and sorting out the backend. That will ensure that people will stock in at home. A lot of chocolate consumption is typically outside the home so our objective from a strategic standpoint is also to get people to stock chocolates at home,” said Viswanathan.
Brand: Cadbury Dairy Milk
Agency: Ogilvy India
Creative team: Piyush Pandey, Sukesh Nayak, Neville Shah, Yogesh Pradhan, Minal Phatak
Planning team: Ganapathy Balagopalan, Jasmeeta Mehta
Account management: Hephzibah Pathak, Prakash Nair, Neha Shah, Navika Jain, Vishaal Nair
Production house: Breathless Films
Director (film): Vinil Mathew
Producer: Swadha Kulkarni
Director of photography: Tuomo Virtanen