Advertisements - Brands to have stayed connected in India
Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury. It was first launched in 1905 with a higher proportion of milk than previous chocolate bars and instantly became the company's best selling product.
Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers across India, the word Cadbury has become synonymous with chocolate. CDM remains at the top of the Indian chocolate market not only because of its most delicious, best tasting chocolate but also because of its memorable communication.
In the early days, the brand had a huge fan following among kids. In order to build stronger appeal among older age groups, the brand re-positioned itself through the classic Real Taste of Life campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up and very soon, both teenagers and adults, were hooked on to this bar of pure magic.
With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more accessible for the masses. The ensuing positioning of Khaane Waalon ko khaane ka Bahana Chhayie made consumption into a joyful, social occasion.
In 2003, the company aimed to position the brand as not just an occasion-based chocolate but as more of a casual consumption habit with the Khush hoon khamakha (Am happy just like that) commercial.
In 2004, the Kuch Meetha Ho Jaaye campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets (Mithai). This was inline with the previous Khush hoon khamakha campaign. With Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a huge success. People could relate to the commercials that were aired to promote Cadbury Dairy Milk. How many can forget the Pappu Pass Ho Gaya commercial?
In the year 2010, the Shubh Aarambh campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new. With Shubh Aarambh, Cadbury took the Dairy Milk journey a step further into the hearts of its million lovers.
With the current campaign Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye, the aim of the makers is to introduce the thought of having a CDM as a post dinner meetha (dessert).
Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades; but there was room for a more premium entrant in the category. And enter CDM Silk. Most CDM lovers thought that nothing could taste better, but CDM Silk came as a welcome surprise! It is creamier, smoother, and tastier. Its dome shaped cubes pack more chocolate and hence provide a superior eat experience.
Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM Silk delivered an exquisite chocolate eating experience in the Indian market.
The advertising highlights the joy of savoring CDM Silk and builds on its creamy and smooth experience that instantly melts in your mouth. This brand promise was beautifully captured by the tagline Have You Felt Silk Lately?
Even after 2 decades of active marketing through television, Cadbury Dairy Milk continues to bring smiles to millions of people through their campaign as well as the product.
Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury. It was first launched in 1905 with a higher proportion of milk than previous chocolate bars and instantly became the company's best selling product.
Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers across India, the word Cadbury has become synonymous with chocolate. CDM remains at the top of the Indian chocolate market not only because of its most delicious, best tasting chocolate but also because of its memorable communication.
In the early days, the brand had a huge fan following among kids. In order to build stronger appeal among older age groups, the brand re-positioned itself through the classic Real Taste of Life campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up and very soon, both teenagers and adults, were hooked on to this bar of pure magic.
With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more accessible for the masses. The ensuing positioning of Khaane Waalon ko khaane ka Bahana Chhayie made consumption into a joyful, social occasion.
In 2003, the company aimed to position the brand as not just an occasion-based chocolate but as more of a casual consumption habit with the Khush hoon khamakha (Am happy just like that) commercial.
In 2004, the Kuch Meetha Ho Jaaye campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets (Mithai). This was inline with the previous Khush hoon khamakha campaign. With Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a huge success. People could relate to the commercials that were aired to promote Cadbury Dairy Milk. How many can forget the Pappu Pass Ho Gaya commercial?
In the year 2010, the Shubh Aarambh campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new. With Shubh Aarambh, Cadbury took the Dairy Milk journey a step further into the hearts of its million lovers.
With the current campaign Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye, the aim of the makers is to introduce the thought of having a CDM as a post dinner meetha (dessert).
Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades; but there was room for a more premium entrant in the category. And enter CDM Silk. Most CDM lovers thought that nothing could taste better, but CDM Silk came as a welcome surprise! It is creamier, smoother, and tastier. Its dome shaped cubes pack more chocolate and hence provide a superior eat experience.
Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM Silk delivered an exquisite chocolate eating experience in the Indian market.
The advertising highlights the joy of savoring CDM Silk and builds on its creamy and smooth experience that instantly melts in your mouth. This brand promise was beautifully captured by the tagline Have You Felt Silk Lately?
Even after 2 decades of active marketing through television, Cadbury Dairy Milk continues to bring smiles to millions of people through their campaign as well as the product.
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