Cadbury Dairy Milk: Hate is unskippable

Cadbury Dairy Milk, a chocolate brand, released three films in India showcasing victims in a vulnerable state, being subjected to bullying, to appeal to the youth while being true to its codes of generosity and reinforce brand love.

The communication goal

Over the last 5 years, 'Cadbury Dairy Milk (CDM), a brand which gave India its first taste of chocolate, has built a platform of Generosity- fortifying our belief that there is an innate goodness in everyone and is finding a way to be expressed.

While going after mass audiences to recruit for the category was working well for CDM, for continued success, reinforcing brand love amongst youth was important - the core audiences for the chocolate category in India. Youth are targeted by all other chocolate brands with all aspects of marketing i.e. comms, media, brand ambassadors,...

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