Cadbury starts it right, again!

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.