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Cadbury Dairy Milk turns 70; Launches new campaign Kuch Achha Ho Jaaye
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Tuesday, 24 July, 2018, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Cadbury Dairy Milk, India’s favourite chocolate brand, celebrated its 70th anniversary in India recently with the launch of its new campaign, Kuch Achha Ho Jaaye, which builds on the iconic Kuch Meetha Ho Jaaye.
In today’s fast-paced world, most people tend to overlook the goodness and kindness inherent in them. Cadbury Dairy Milk has always connected emotionally with consumers, whether by communication or through taste of chocolate. It has been a family brand founded on the principle of goodness and generosity.
The objective of the latest campaign is to celebrate the generous instinct in everyone and showcase how such moments go on to strengthen human relationships. Through its Generosity campaign, the brand in India now explores the theme of achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye.
Commenting on the launch of the campaign, Anil Viswanathan, director, marketing (chocolates), Mondelez India, said, “For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values, such as family togetherness, to shared good feelings and collective joy.”
“On the brand’s 70th year in India, the new Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye campaign will aim to recapture the Cadbury Dairy Milk spirit, strengthen connections with consumers and shine a spotlight on people that go the extra mile for others – the people that embody the Cadbury Dairy Milk spirit with little acts of kindness that bring people closer together,” he added.
“The Generosity campaign has won many accolades in markets like the United Kingdom and Australia, and we hope to revive the spirit of generosity with Kuchh Achha Ho Jaaye, Kuch Meetha Ho Jaaye in India,” Viswanathan said.
Mondelez India, the country’s undisputed chocolate market leader, and Cadbury Dairy Milk, have always been ahead of their times with its campaign illustrations and unforgettable taglines that continue to strike a chord with the consumers, even today.
Kuch Meetha Ho Jaaye, one of its most successful and long-standing campaigns, continues to enjoy consumer love and adulation and successfully ties in with every day consumption occasions from post-dinner dessert and successful exam results to celebrating friendships. Kuchh Achha Ho Jaaye, Kuchh Meetha Ho Jaaye will help build on the strong brand equity and emotional connect of the immensely successful campaign.
Through the new campaign, the brand wants to shine and celebrate the generous spirit of people and wonderful human connection.
This new campaign fronted by a new heartwarming television commercial (TVC) will be further amplified through digital and social activations, PR and innovative outdoor activations. Multiple touch points will be activated to nudge more people to bring out their goodness and create moments of connections enabled by Cadbury Dairy Milk.
The new television commercial features two brothers as the central characters and highlights the generous act by the elder brother of giving up his own chocolate bar for his younger brother. The creative signs off with the new tagline, Kuch Achha Ho Jaaye. Kuch Meetha Ho Jaaye.
Sukesh Nayak, chief creative officer, Ogilvy India said, “This film launches the new positioning of Cadbury. It is 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. It has been 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,” he added.
Nitin Saini, associate director, chocolate equity, India and South-East Asia, Mondelez International, who is a part of the global team working on the generosity campaign, said, “Cadbury Dairy Milk has always associated itself with togetherness moments and human connections.”
“If we look back at the brand history, we will see that the brand was founded on the principles of goodness and generosity. Our new campaign on Cadbury Dairy Milk is all about shining light on small acts of generosity that people do and human connections that it results in,” he added.
“A lot of consumer work went behind understanding generosity and its manifestation in the Indian market. India continues to be a priority market for Mondelez International and has played an important role in creating the narrative for the campaign,” Saini said.
“I am delighted with the overwhelming response, that the campaign has received so far. We are delighted to celebrate our 70th year in India with Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye,” he added.
The company has also recently launched limited-edition chocolate bars in tropical mango and butterscotch flavours. For 2018, the company positioned itself for Modern Mitha.
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