CADBURY DAIRY MILK

Presented by: Prashant Bagul 1214AMS007 Girish Gupta 1214AMS030 Swapnil Rane 1214AMS0 Vikas Mishra 1214AMS055 Jayesh Ware 1214AMS090

TV COMMERCIALS UNDER 'KUCH MEETHA HOJAYE CAMPAIGN

1. KUCH MEETHA HOJAYE

2. PAPPU PASS HOGAYA

3. MISS PALAMPUR

4. AAJ PEHLI TAARIKH HAI

5. SHUBH AARAMBH5. SHUBH AARAMBH

Campaign Real Taste of Life Khanewalon ko khane ka bahana chahiye Pappu Pass Ho Gaya Miss Palampur Kuch Meetha Ho Jaaye

Target Child in adult Wider masses Youngsters Rural masses Conversion of sweet consumers to chocolate for special occassions

Shift over the years From just for kids to the kid in every adult Appeal to a wider mass based on age, gender, etc.

Khane ke baad Meethe mein Kuch Meetha Ho Jaaye

Shubh Aarambh

Shift to smaller packs This was an innovative idea and Cadbury went ahead with the Celebrations packs with these ads Targeting the habit of From converting sweet Indians to have desserts after consumers on special meals occasions Cadbury now tried to sweet consumption for dessert to chocolate as well Targeting the belief of Converting yet another Indians that anything begun segment of sweet consumers by having something sweet i.e. before the start of any

Real Taste of Life

Communication Objective- Through the ad, they wanted to convey the message
that there is a child in each one of us and they wanted to appeal to that child, since children loved eating chocolates. The ad was meant to create a particular image in the eyes of the customer and successfully communicate what the product conveyed.

It appealed to the child in every adult and Cadbury Dairy Milk became the perfect expression of
'spontaneity' and 'shared good feelings'. In every adult there is a child let that child express itself give in to temptation and satisfy his or her desire to sink teeth into a smooth creamy delicious chocolate This approach appears to be unique to Cadbury.

What was Communicated- The Real Taste of Life was launched in the 1990 s. It
was an attempt to capture the child-like spontaneity in every adult. From the depiction of an old man offering his wife a Dairy Milk chocolate to the dancing girl in crowded stadium, it all reflected the impulsiveness and the spontaneity of the child in the adult.

Real Taste of Life

Why they communicated- They wanted tore-create the image of a child in the eyes of
the adults, remind them of their childhood days and create an image that Cadbury essentially stood for childhood and stimulate them to buy chocolate so as to make them remember the childhood days.

What was achieved- A change in Consumer mindset that chocolates were mostly for
kids and young people. Through the campaign, adults realized they could and should enjoy chocolates as well.

DIFFERENT CAMPAIGNS
Campaign: Real Taste of Life Target :just for kids to the kid in all of us

Campaign: Khanewalon ko khane ka bahana

chahiye

Target: widening chocolate consumption

among the masses

KUCH MEETHA HO JAYE (2004)

Communication Objective- The ad was meant to portray Cadbury as
something which can be had on all celebratory occasions. It projected chocolates as a substitute to mithai (sweets) and cheered people to have chocolate on every joyous occasion.

What was communicated- The basic depiction was that the ad showed
that chocolate can be showed as being enjoyed during Diwali and any other celebratory occasions.

Why they communicated- The idea was mainly to develop preferences among
people for chocolates to sweets and stimulate the demand for chocolates in festive and joyous occasions.

What was achieved- Depiction of chocolate as a substitute to sweets and the fact
that it can be enjoyed in joyous occasions too.

Campaign: kuch meetha ho jaye (2004)

Target: To associate Cadbury with celebratory

PAPPU PASS HO GAYA (2005)

Communication Objective- The ad targeted youngsters and has become

part of street language. It has been adopted by consumers to express joy in a moment of achievement/success. The ad showed association with little joys of life. The campaign urged people to celebrate every little moment of happiness in their life with a chocolate.

What was communicated- The ad showed the coming out of results and the

passing of a person called Pappu, who had failed repeatedly. All youngsters were seen having chocolate to enjoy their moment of success. Thus, it predominantly targeted youngsters.

Why they communicated- The ad was meant to reach out to youngsters and

encourage them to buy chocolates.

What was achieved- Enabling Cadbury to be portrayed as a product which can

be had by youngsters to celebrate their successes.

Campaign : Pappu Pass Ho Gaya in (2005) Target : It has become part of the street language. It has been adopted by consumers to express joy in a moment of achievement success

MISS PALAMPUR (2006)

Communication Objective- The ad targeted the rural parts of India. It
focused on Adults and values, like Sacred Cow campaigns aimed at rural India did fare well. Campaigns aimed at rural India did fare well. The share of Cadbury increased by more than 20% in rural India. The share of Cadbury increased by more than 20% in rural India. The brand further strengthened its positions with the core audience. The brand further strengthened its positions with the core audience.

What was communicated- It shows a villager enjoying the success of his

cow becoming Miss Palampur. The entire village joins in the celebration, with all having chocolates.

Why they communicated- The ad was meant to increase the reach of the
product to rural areas and develop preferences for chocolates in the rural areas.

What was achieved- Enabled Cadbury to be shown as a product which can

be enjoyed in rural areas too.

Campaign : Miss Palampur in 2005-2006. Target : Focusing on adults. The potential market

in rural area was targeted.

CAMPAIGN : KUCH KHAS HEY (2007) Target : Focus on all age groups.

AAJ PEHLI TARIKH HAI (2009)

1. Pehli taarikh hai campaign is on the working class of the country.

2. Pehli taarikh hai campaign highlighted the celebratory occasion of payday, which is an important event in the life of every middle-class Indian.

3. Is a clever occasion-based association which allows for the brand to be recalled in the right context, every month.

Campaign : Aaj Peheli Taarikh Hai in 2009 Target : To celebrate Pay Day / Salary Day

SHUBH AARAMBH (2010)

Communication Objective- The ad was specifically aimed at indicating a
shift from the notion of celebrating happy occasions with chocolate to the happy occasions with chocolate to the concept of anticipating concept of something good after consuming the chocolate, a substitute for mithai. The campaign is aimed at consumers across sectors, and is supposed to have a balanced appeal across all tiers.

What was communicated- The ad depicted the starting if friendship

over having Cadbury and how a bonding developed over it.

Why they communicated- The ad was meant for

the core group, i.e. consumers in the age group of 15-35 years. The ad was established to remind consumers about the utility of Cadbury

What was achieved- Enabled Cadbury to re-establish itself in the eyes of

the core target customers.

Campaign : 'Shubharambh Kuch Meetha Ho Jaye in 2010. Target : To start with any new thing

CADBURY DAIRY MILK (2011)

CADBURY DAIRY MILK (2012)

Cadbury Dairy Milk - meethe mein kuch meetha ho jaaye (2013)

Thank You.....