Cadbury Dairy Milk - Is chocolate a 'feeling'? Or a 'thought'?

The biggest challenge for Cadbury Dairy Milk (CDM) was that Indians saw chocolate as a foreign treat, and ‘for kids’.

Cadbury Dairy Milk – Is chocolate a 'feeling'? Or a 'thought'?

Principal Authors: Ganapathy Balagopalan; Kawal Shoor – Ogilvy & Mather Advertising India

Contributing Authors: Mallikarjuna Das C.R – Madison Media Infinity; Madhukar Sabnavis and Nirav Parekh – Ogilvy & Mather Advertising India


Is chocolate a "feeling"? Or a ‘thought’?

This Cadbury Dairy Milk paper from India will demonstrate…

  • …the meaning of a chocolate can be different in different cultures

  • …the nature of journey a foreign brand needs to undertake to be a mass success in fundamentally different cultures also needs to be radically different.

  • …that advertising works slightly...

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