Cadbury Dairy Milk: Shubh Aarambh (An auspicious beginning) with Cadbury Dairy Milk

Pooja Kewalramani

Campaign details

Brand owner: Mondelez
Agency: Pinnacle (A Madison Media unit)
Brand: Cadbury Dairy Milk
Country: India
Channels used: Branded content, Cinema, Direct marketing, Events and experiential, Internet – display, Internet – general, Magazines – consumer, Mobile and apps, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store media, Print – general, unspecified, Product placement, Public relations, Radio, Social media, Sponsorship – event or property, Sponsorship – media, Television, Television – direct response, Word of mouth and viral
Media budget: 5 – 10 million

Executive summary

Historically, Indian homes have welcomed new beginnings with the customary opening of the 'mithai box' (traditional Indian or homemade sweets). Deeply entrenched in tradition, Indians believe that if things begin on a sweet note, they always have happy endings. The objective was to make consumers celebrate such auspicious new beginnings – in Hindi: 'Shubh Aarambh' – with Cadbury Dairy Milk chocolate (CDM) instead of homemade or traditional sweets.