Cadbury Dairy Milk: A meetha journey

Principal authors: Ganapathy Balagopalan and Nirav Parekh, Ogilvy & Mather India
Contributing authors: Kawal Shoor and Madhukar Sabnavis, Ogilvy & Mather India


This case shows how advertising re-invented the very essence of the product, so it became something different, and by doing so, unlocked brand growth for Cadbury's Dairy Milk.

It did this by transposing culture codes that got a new target audience to view a familiar brand in a new light; it became a new product, generating a desire for purchase.

The scale of the success is remarkable. After falling 78% in value, we will show how the campaign grew the business from 3% to 23% within seven years of the campaign launch.

The case shows how this growth led to a huge increase in revenue and profits; and was made possible by the advertising.