Cadbury Dairy
Milk has now launched a new campaign, timing it with the friendship day, “nayi dosti ka shubh aarambh”.
The brand has been positioning itself as a symbol of enjoyment/celebration and
expression of sweet moments of life through a series of campaigns in the past.
In line with that, the current campaign is trying to reinforce the Big Idea of “Auspicious
Beginnings”.
The brand has been capturing the moments
of life which we all relate to, in their communication. The current campaign showcases
the blossoming of friendship between a boy and a girl in an Indian wedding
scenario. The quintessential characters used in the wedding reminds someone in the
family. The beauty of the campaign is not being “addy” and the idea they
touched upon is very extendable as we already have seen numerous “Shubh Aarambh”
ads.
Cadbury’s constant push and media
spends to occupy the “little moments of life” celebration or the “auspicious beginning
of an activity” is showing results in consumer mind share and its increased acceptance
in the fridge space!
The brand launched this TVC first on
July 13th on facebook, as a special love and gesture towards their growing number
of fans. Though the TVC broke on mass media from July 21, it already crossed 5
lakh views on youtube due to its active online audience. The brand is nearing a
facebook fan base of a million.
With friendship day round the corner,
their objective of asking people to make new friends with this campaign is
being supported by an array of on-ground activations and other mass media promo
set by the brand. Let’s see how this campaign scores among the target audience.
